INTENSIVE  SELLING 


THE  LIBRARY 

OF 

THE  UNIVERSITY 
OF  CALIFORNIA 

LOS  ANGELES 


1 


sotn  &RANC 

UNIVERSITY  OF  CALIFORNIA' 
ARY 

LOS  t      ::s,  CALIF. 


I  library 

Graduate  School  of  Business  Administration 

University  of  California 

Lot  Angeles  24,  California 


Intensive  Selling 


A  comprehensive  analysis  of  possibilities 
for  increasing  profitable  sales  through  sup- 
plemental direct  advertising  methods — es- 
pecially under  present  war-time  conditions 
— by  taking  advantage  of  available  dis- 
tribution— based  on  definite  tests — sup- 
plemented by  the  experiences  of  many 
advertisers. 


BY 

FLINT  MCNAUGHTON 


47974 

SELLING    AID 

CHICAGO 


Copyright  1918 
by 

Flint  McNaughton 


Second  Edition 
1919 


'•'r.  Admin. 
Library 

HF 
5861 


PART  ONE 


POSSIBILITIES  FOR  INCREASING  SALES 

THROUGH  INTENSIVE  DIRECT 

ADVERTISING 


The  business  world  is  awakening  un- 
der the  present  condition  of  intensive  re- 
adjustment, to  the  possibilities  of  direct 
advertising  as  one  of  the  mightiest  in- 
fluences in  selling.  The  power  of  printed 
salesmanship  to  stimulate  demand  direct 
can  be  applied  by  any  selling  business.  It 
is  the  one  method  that  can  be  used  by  alt 
advertisers,  applying  as  advantageously 
to  the  requirements  of  the  smallest  ad- 
vertiser as  to  the  largest. 

It  is  estimated  that  over  $930.000,000 
is  spent  each  year  in  the  United  States 
for  advertising.  Direct  advertising  now 
ranks  first  in  importance  in  the  list  of 
the  various  kinds  of  advertising  as  indi- 
cated by  the  estimates  that  follow. 

The  following  is  an  estimate  as  to  the 
annual  advertising  expenditures  in  the 
United  States  for  the  various  kinds  and 
mediums  of  advertising.  These  figures 
are  based  on  an  estimate  made  in  1915 
by  Printer's  Ink,  and  supplemented  by 
later  information  from  various  sources. 

Direct  advertising  (circulars,  form 
letters  enclosiues,  house  organs, 
etc.) $420,000,000 

Display    advertising    (display    and 

general)    270,000,000 

Farm  and  mail  order 75,000,000 


Direct  advertising 

immense 

sales  aid 


Estimate  of 
totals  paid 
for  different 
kinds  of 
advertising 


INTENSIVE  SELLING 


Estimated 
totals  spent  for 
direct  advertising 
based  on  group 
expenditures 


Magazine  advertising  70,000,000 

Novelty  30,000,000 

Billposting   30,000,000 

Outdoor,  electric  signs 24,000,000 

Demonstration  and  sampling 18,000,000 

Street  car  advertising 10,000,000 

Theatre  programs,  curtain,  etc 5,000,000 

Distributing   4,000,000 


$930,000,000 

The  following  estimate  as  to  money 
invested  yearly  in  the  United  States  in 
direct  advertising,  made  after  careful  in- 
vestigation and  analysis,  seems  conserva- 
tive: 

"The  nearest  approximate  figures  that  we 
have  been  able  to  arrive  at  in  our  analysis  is 
as  follows : 

39,000  manufacturers  in  the  United 
States  of  high  ratings,  including 
all  national  advertisers  who  are 
manufacturers,  spending  on  an 
average  of  $5,000  a  year  in  direct 
advertising  gives  a  total  of $195,000,000 

100,000  manufacturers  in  the  United 
States,  not  including  the  above 
39,000,  spending  on  an  average  of 
$500  a  year  for  direct  advertis- 
ing    50,000,000 

40,000  wholesalers  and  jobbers, 
spending  on  the  average  of  $500 
a  year  in  direct  advertising 20,000,000 

1,500,000  retail  merchants  and  trades 
people  in  the  United  States, 
averaging  approximately  $50  each 
year  in  direct  advertising 75,000,000 

100,000  miscellaneous  lines  of  busi- 
ness not  classified  above,  includ- 
ing banks,  real  estate  agents, 
brokers,  commission  houses,  pub- 
lic service  companies,  insurance 
companies,  land  companies,  sell- 
ing agents,  trade  and  business 
associations,  investment  com- 


INTENSIVE  SELLING 

panics,  etc.,  estimated  average 
spent  in  direct  advertising  every 
year  is  $500  each 50,000,000 

600  mail  order  houses  in  the  United 
States,  average  amount  spent  an- 
nually, $50,000  (approximately)..  40,000,000 

2,500  leading  department  stores 
spending  on  an  average  $5,000  a 
year  12,500,000 


Total   spent   for  direct  advertis- 
ing yearly  $422,500,000 

"We  believe  these  figures  are  conservative, 
as  the  amount  of  direct  advertising  is  steadily 
increasing  and  will  further  increase. 

"The  amount  spent  by  the  United  States 
government  is  not  taken  into  consideration. 
This  is  an  immense  item  in  itself."1 

As  a  manufactured  product,  direct  ad- 
vertising is  an  important  part  of  the  in- 

'Homer   J.    Buckley — estimate    of    present  approximate 
totals  in  direct  advertising  in  1918. 


Every  advertiser 
should  strive  to 
get  the  biggest 
possible  value 
from  every 
dollar  spent  in 
advertising\ 


Distribution 
Theatre  Program* 
Street  Car  Advertising 
Demonstration 
Outdoor  Advertising 
Bill  Posting 
Novelty  Advertising 
Magazine  Advertising 
Farm  and  Mail  Order 


Display  Advertising 


Direct  Advertising 


Diagram   showing   relative  totals   spent   for   different   kinds    of   advertising, 
based   on   estimates. 


INTENSIVE  SELLING 


Total  dividends 
returned  from 
direct  advertising 
tremendous 


Further  figures 
showing 
importance  of 
direct  advertising 


dustry  that   ranks   sixth  in  the   United 
States  in  volume  of  business. 

It  is  estimated  by  the  United  States 
census  report  for  1914  that  there  were 
31,612  printing  establishments  in  the 
United  States  in  1914.  These  repre- 
sented an  investment  in  plants,  machinery 
and  other  equipments  of  $588,345,708, 
employed  388,466  people  at  an  annual 
wage  of  $268,086,431,  and  turned  out 
printed  products  to  the  value  of  $810,- 
508,111.  The  census  report  figures  are 
valuable  in  indicating  the  rapid  growth  of 
the  industry  and  the  increasing  impor- 
tance of  direct  advertising,  but  the  fig- 
ures are  suggestive  rather  than  complete. 

As  large  as  the  amount  annually  in- 
vested in  direct  advertising  is,  however, 
it  is  insignificant  compared  to  the  total 
dividends  returned  to  advertisers  by  the 
investment. 

A  further  indication  of  the  importance 
of  direct  advertising  to  manufacturers 
alone  can  be  appreciated  when  we  con- 
sider that  there  are  today  some  140,000 
manufacturers  in  the  United  States.  Of 
these,  selling  conditions  permit  not  more 
than  40,000  to  make  use  of  the  force  of 
national  publicity  to  the  consumer.  This 
means  that  fully  100,000  must  depend 
upon  direct  advertising  or  trade  paper 
publicity  for  stimulating  their  business 
through  advertising. 

Competition  is  constantly  forcing  busi- 
ness to  operate  with  greater  efficiency  in 
developing  sales  and  in  lowering  the  cost 
of  selling.  This  is  making  it  more  vitally 
important  that  every  business  should  in- 


INTENSIVE  SELLING 


tensively  apply  direct  advertising  methods 
wherever  possible  in  the  highly  competi- 
tive battle  for  business. 

The  possibilities  for  increasing  busi- 
ness through  direct  advertising  are  sug- 
gested in  the  Standards  of  Practice 
adopted  by  the  Direct  Advertising  De- 
partmental of  the  Associated  Advertis- 
ing Clubs  of  the  World  at  the  Toronto 
Convention  in  1914: 

"Every  advertising  manager  or  business 
executive  in  charge  of  merchandising  estab- 
lishments, also  every  advertising  counselor, 
in  dealing  with  his  clients,  should  dedicate 
his  best  efforts  to  making  truthful  direct 
advertising  an  efficient  aid  to  business  and 
should  pledge  himself : 

1 :  To  study  carefully  his  proposition  and 
his  field  to  find  out  what  kind  of  advertising 
applies.  The  reason  for  every  advertising 
failure  is  that  the  right  kind  of  advertising 
and  its  proper  application  for  the  particular 
product  and  market  were  not  used.  The  only 
forms  of  advertising  which  are  best  for  any 
purpose  are  those  which  produce  the  most 
profit. 

2:  To  bring  direct  advertising  to  the 
attention  of  concerns  who  have  never  realized 
its  possibilities.  Many  concerns  do  not  ad- 
vertise because  they  do  not  know  that  adver- 
tising can  be  started  at  small  expense.  They 
confuse  advertising  with  expensive  cam- 
paigns and  hesitate  to  compete  with  others 
already  doing  general  publicity. 

3 :  To  determine  the  different  ways  in 
which  direct  advertising  can  be  used  effec- 
tively to  supplement  other  forms  of  adver- 
tising and  to  study  the  other  forms  used  that 
the  direct  advertising  may  become  a  com- 
ponent part  of  the  entire  publicity  plan. 

4 :  To  study  the  special  advantages  of 
Direct  Advertising,  such  as  indivyijiality, 
privacy  of  plan,  facility  -for— accompanying 
with  the  advertisement,  samples,  postals,  re- 
turn envelopes,  inquiry  or  order  blanks, 


Standards  of 
practice  for 
direct  advertisers 


Decide  where 
direct  advertising 
is  best — and 
use  it  there 


Plans  for 
making  direct 
advertising 
efficient  aid 
to  business 


INTENSIVE  SELLING 


Test  out  mailings 
in  advance — 
remove  element 
of  chance 


Good  mailing 
lists  vital  to 
success  in  direct 
advertising 


ability  to  reach  special  groups  or  places, 
personal  control  of  advertising,  up  to  the 
minute  in  mailing,  and  other  recognized  ad- 
vantages. 

5 :  To  strengthen  the  bond  between  manu- 
facturer and  dealer  by  encouraging  the  man- 
ufacturer to  prepare  direct  advertising  mat- 
ter for  the  dealer,  so  well  printed  with  his 
name,  address  and  business  card  as  to  make 
the  dealer  glad  to  distribute  it,  provided  al- 
ways that  the  cost  of  special  imprinting  is  in 
proportion  to  the  benefits  to  be  derived. 

6 :  To  take  advantage  of  the  opportunity 
to  test  put  letters  and  literature  on  a  portion 
of  a  list  before  sending  them  out  to  the 
entire  list.  Wherever  it  is  possible  to  ap- 
proximate in  advance  his  returns  from  his 
advertising  he  has  made  his  advertising  more 
efficient.  Direct  advertising  makes  this  pos- 
sible. Testing  out  direct  advertising  returns 
in  advance  does  much  to  remove  the  element 
of  chance. 

7:  To  consider  inquiries  as  valuable  only 
when  they  can  be  turned  into  sales.  An 
inquiry  is  a  means  to  an  end — not  an  end  in 
itself.  The  disposition  to  consider  cost  per 
inquiry  instead  of  cost  per  sale  has  led  many 
a  firm  to  false  analysis. 

8:  To  give  the  mailing  list  proper  impor- 
tance. Many  advertisers  use  poorly  pre- 
pared lists,  which  are  compiled  in  a  careless, 
haphazard  manner,  and  never  take  the  trou- 
ble to  check  them  or  expand  them.  Mailing 
lists  should  be  constantly  revised.  Poor  lists 
and  old  lists  cost  money  in  two  ways :  one, 
by  missing  good  prospects,  and  thereby  los- 
ing sales,  and  the  other  by  money  spent  on 
useless  names. 

9:  To  encourage  the  use  of  direct  adver- 
tising as  an  educational  factor  within  their 
organizations  with  sales  forces  and  dealers. 
Many  concerns  have  raised  their  standards 
of  efficiency  through  the  use  of  letters,  house 
organs,  bulletins,  mailing  cards,  folders,  etc. 

10 :  To  champion  direct  advertising  in  the 
right  way.  General  publicity  and  direct  ad- 
vertising are  two  servants  of  business  and 
each  has  its  place  and  its  work  to  do.  No 


INTENSIVE  SELLING 


form  of  advertising  should  ever  attack  an- 
other form  of  advertising  as  such." 

Every  firm  selling  a  product  or  advo- 
cating a  service  to  classes  or  groups  of 
prospects  can  segregate  prospective  cus- 
tomers into  lists  and  appeal  to  these  lists 
by  mail,  or  indirectly,  with  printed  mat- 
ter. This  makes  it  possible  to  place  an 
appeal  before  large  lists  at  nominal  cost 
in  a  few  hours'  time. 

An  analysis  of  the  practical  features 
of  direct  advertising  suggest  these  ten 
advantages  for  advertisers: 

1 :  By  using  good  lists  of  logical  pros- 
pects there  is  practically  no  waste — each 
given  prospect  receives  your  appeal. 

2 :  You  can  reach  any  and  all  prospects 
in  a  field  in  a  few  hours'  time.  Thus  you 
can  divide  the  lists  into  natural  units  and 
go  after  each  unit  separately. 

3 :  Your  mail  advertising  can  secure  busi- 
ness direct  or  assist  the  men  in  the  field  by 
doing  missionary  work. 

4:  You  can  get  quick  action  in  reaching 
any  given  list.  Timely  advertising  can  be 
released  at  the  psychological  moment.  You 
can  take  advantage  of  opportune  market  or 
business  conditions  or  circumstances  to  ad- 
vantage. 

5 :  There  is  an  intimate  and  personal 
touch  in  direct  appeals — especially  in  letter 
mailings — that  is  an  advantage.  It  "gets  un- 
der the  skin."  An  advertisement  in  a  publi- 
cation is  a  speech  to  a  crowd,  a  letter  or 
a  mailing  folder  is  a  talk  to  one  man  in  his 
easy  chair  at  home,  after  dinner,  or  at  his 
desk  during  the  day. 

6:  Through  the  more  personal  appeal  of 
direct  advertising  the  advertiser  can  bring 
to  bear  a  different  kind  of  force  than  that 
derived  from  general  advertising;  he  can 
hook  this  up  to  national,  class  or  trade  ad- 
vertising in  many  ways. 


The  appeal  to 
groups  instead  of 
to  the  masses 


Ten  advantages 
of  direct 
advertising 


10 


INTENSIVE  SELLING 


Direct  results 
can  be  keyed 
and  developed 


How  direct 
advertising 
can  be  taken 
advantage  of 
in  selling 


7:  Your  sales  strategy  is  hidden  from 
competitors.  You  don't  have  to  show  your 
hand. 

8:  It  permits  you  to  key  results.  There 
is  no  big  element  of  gamble  when  proper 
tests  are  made  and  results  noted.  Direct 
advertising  has  the  one  great  advantage  of 
remaining  under  the  eye  of  the  one  for 
whom  it  is  working.  He  can  watch  it,  train 
it.  develop  it  intelligently.  Its  operations 
are  visible  when  properly  systematized. 

9 :  You  can  get  prompt  action  under  the 
most  favorable  conditions — your  proposition 
is  placed  in  the  hands  of  your  prospect,  with 
order  blank,  return  envelope,  postcard  or 
other  means  of  reply. 

10:  Most  important  of  all  perhaps,  you 
can  build  up  an  intimate,  personal  acquain- 
tance and  good  will  among  your  prospects 
and  customers,  of  immeasurable  value,  and 
at  less  expense  than  by  any  other  means. 

Direct  advertising  can  be  applied  in 
many  ways.  Customers  and  prospects 
may  be  appealed  to  as  often  as  may  be 
desired.  Any  territory  may  be  combed 
for  orders  or  inquiries.  Through  direct 
advertising  the  sales  force  can  be  en- 
thused and  helped.  This  method  of  sell- 
ing can  be  employed  in  securing  "leads" 
to  be  followed  up  and  sold  later,  or  to 
influence  the  favor  of  the  list,  to  develop 
good  will  of  the  trade,  or  to  promote 
greater  efficiency  in  co-operative  action. 

One  of  the  most  important  and  profit- 
able applications  of  direct  advertising  is 
to  secure  orders  direct.  The  catalogue 
and  literature  is  sent  out  and  an  order  is 
solicited  by  mail.  The  great  mail  order 
houses  of  the  country  have  been  built  up 
on  this  principle  of  selling. 

By  sending  direct  advertising  in  ad- 
vance of  salesmen  it  is  possible  to  ac- 


INTENSIVE  SELLING 


11 


quaint  the  customer  with  the  fact  that 
the  salesman  will  call,  and  at  the  same 
time  give  the  details  of  the  proposition 
for  the  customer  to  be  considering. 

Doing  this  advance  work  by  mail  the 
advertiser  enjoys  important  advantages. 
The  salesman's  time  can  be  economized, 
he  can  make  more  calls,  sell  his  custom- 
ers in  less  time,  and  the  cost  of  selling 
can  thus  be  reduced.  The  advantages  of 
mail  advertising,  as  a  supplement  to 
salesmen  is  indicated  by  the  following 
extract,  which,  while  it  uses  letters  as 
an  illustration,  can  be  applied  with  the 
same  force  to  other  mediums. 

"You  can  cut  the  high  cost  of  selling  goods 
with  the  right  kind  of  personal  letter  adver- 
tising. 

"One  company  reduced  the  number  of  sales- 
man's calls  necessary  to  secure  a  sale  from 
seven  to  five,  in  one  year,  through  the  timely 
use  of  letters.  The  figures  on  which  it  is 
based  are  real  figures ;  they  are  taken  from 
the  records  of  one  of  America's  largest  manu- 
facturers. 

"For  the  company  quoted,  the  cost  per  call 
of  its  salesmen  was  $11.23.  The  cost  of  a  per- 
sonal letter  sent  out  by  its  salesmanager  was 
35  cents.  It  took  thirty-two  letters  to  equal  the 
cost  of  one  salesman's  call.  But  the  concern 
whose  figures  we  quote  did  not  send  out  thirty- 
two  letters:  it  averaged  but  three  for  each  of 
its  salesmen. 

"During  the  year  previous,  when  practically 
no  letters  were  written,  the  salesmen  averaged 
one  order  in  seven  calls.  During  the  past  year, 
since  the  adoption  of  the  letter  policy,  the 
salesmen  have  been  able  to  secure  one  order 
in  every  five  calls."1 

Another  wholesale  house  found  that 
by  supplementing  its  salesmen  with 

^'Backing  up  your  Salesmen,"  booklet  issued  by  Hamp- 
shire Paper  Co.,  South  Hadley  Falls,  Mass. 


Paving  the  way 
for  salesmen 


How  direct 
advertising  cuts 
cost  of  selling 
through  men 


Letters  supple- 
menting salesmen 
permitted  a  sale 
to  be  made  in  five 
calls  instead 
of  seven 


12 


INTENSIVE  SELLING 


Using  catalog  to 
supplement  work 
of  salesmen 


How  direct 
advertising 
supplementing 
salesmen  increased 
volume  of  business 
25% 


catalogues  and  devices  for  convenient 
ordering  of  requirements,  they  were 
able,  in  five  years'  time,  to  increase  the 
volume  of  their  business  25  per  cent. 

"Until  we  made  a  determined  effort  to  build 
our  business  we  never  realized  how  much  trade 
we  were  losing,"  said  the  sales  manager  of  a 
large  wholesale  house.  "We  had  always  as- 
sumed that  our  big  force  of  traveling  sales- 
men— ISO  of  them — covered  the  field  thor- 
oughly. Now  we  know  that  many  an  order 
was  placed  elsewhere  between  the  salesmen's 
calls. 

"We  began  by  issuing  a  new  catalog — one 
modeled  on  the  lines  of  those  in  the  big  retail 
mail  order  houses — with  every  device  included 
for  making  easy  the  placing  of  orders.  Per- 
forated pages  of  postcards  were  bound  in  the 
book;  sheaves  of  order  blanks  were  included. 

"Then  we  assailed  the  problem  of  securing 
the  cooperation  of  our  salesmen.  We  ex- 
plained that  our  plan  was  to  obtain  more 
sales  from  each  customer,  and  this,  logically, 
would  increase  the  commissions  of  each  man. 

"Between  calls,  your  customers  are  inclined 
to  place  orders  with  competitors,  we  argued. 
Persuade  them  to  use  the  catalog  and  you'll 
find  many  commissions  credited  to  you  for 
sales  you  never  worked  for."  This  made  a 
strong  impression. 

"Our  aggressive  campaign  for  mail  orders 
has  achieved  several  good  results.  Not  only 
has  it  increased  our  gross  sales  over  25  per- 
cent, but  it  has  added  stability  to  our  business 
— centralized  it  at  the  home  office,  and  weak- 
ened the  salesmen's  personal  control  of  a  ter- 
ritory."1 

"Many  manufacturers  and  wholesalers  are 
using  the  mails  more  and  more  in  moving  vol- 
ume of  goods  among  retailers.  Their  men 
seldom  call  back  every  couple  of  weeks — 
frequently  not  once  in  every  three  months— 

Wew  York  World:     "Supplementing  Salesmen's  Efforts 
Through  Mail."  by  H.  J.  Barrett. 


INTENSIVE  SELLING 


13 


and  retailers  develop  needs  when  salesmen  are 
not  on  the  scene  to  take  orders. 

"As  John  Allen  Murphy,  a  retailer,  says  in 
Printer's  Ink :  'Modern  merchandising  almost 
compels  the  retailer  to  do  a  great  deal  of  his 
merchandising  by  mail.  The  mail  order  method 
of  purchasing  has  developed  among  retailers 
almost  as  much  as  among  consumers,  but  in 
the  case  of  retailers  it  is  more  of  a  necessity. 
The  retailer  who  wants  to  keep  up  his  variety 
and  keep  down  his  stock  is  obliged  to  order 
a  great  deal  by  mail — between  the  calls  of 
salesmen  there  should  flow  a  constant  stream 
of  mail  orders."1 

The  first  list  of  potential  value  in  the 
established  business  is  the  list  of  cus- 
tomers from  whom  further  business  is 
desired.  It  is  advisable  to  keep  before 
customers  continually  with  literature  sug- 
gesting desirable  goods  and  urging  an 
order  or  an  investigation  of  the  proposi- 
tion advertised.  There  is  a  natural  bond 
of  intimacy  between  a  progressive  house 
and  its  satisfied  customers,  and  it  usually 
is  possible  to  take  profitable  advantage  of 
this  through  direct  advertising. 

The  possibilities  of  direct  advertising 
as  a  means  of  educating  and  selling  pros- 
pects is  well  known.  Nearly  all  manu- 
facturers, wholesalers,  and  to  a  large  ex- 
tent, retailers,  sell  goods  to  certain  easily 
segregated  classes  of  industry  or  to 
known  legitimate  prospects.  Such  lines 
of  business  or  known  prospects  can  be 
listed  and  appealed  to  direct  by  mail  at 
a  cost  of  a  few  cents  for  each  name  on 
the  list.  An  enclosed  order  blank,  a  re- 
turn postcard  or  coupon,  along  with  the 
letter  or  literature,  may  serve  to  bring 

lldeas:     No.  35,  by  Flint  McNaughton. 


Direct  advertising 
used  in  winning 
more  orders  from 
retailers 


Lists  of  customers 
first  logical  list 
for  advertisers 


Prospects  easily 
listed  and  appealed 
to  direct 


INTENSIVE  SELLING 


Getting  specific 
buying  in  forma- 
tion through 
which  a  list  of 
known  prospects 
can  be  built 


Follow-ups  used 
to  turn  lists  into 
business 


back  the  orders  or  inquiries  for  further 
paticulars  or  prices. 

Direct  advertising  methods  are  being 
made  use  of  by  manufacturers  and 
wholesalers  to  secure  market  informa- 
tion and  facts  on  which  to  base  econom- 
ical selling  plans,  as  described  in  the 
following  instance: 

"The  manufacturer  of  a  dress  fabric  was 
considering  advertising,  but  as  his  goods  were 
sold  through  jobbers  who  sold  through  the 
country,  he  had  no  way  of  telling  just  who 
his  retailers  were,  where  they  were  or  in 
what  part  of  the  country  they  were  strongest. 

"He  appropriated  a  certain  sum  for  adver- 
tising, but  decided  to  devote  the  greater 
amount  to  research  work. 

"His  investigations  showed  some  8,500  deal- 
ers in  the  United  States  who  were  highly 
enough  rated  and  properly  located  to  handle 
the  fabrics. 

"He  addressed  a  letter  to  these  dealers  tell- 
ing of  the  approaching  campaign,  enclosing 
a  large  sample  of  the  fabric  and  a  stamped 
return  postcard  containing  two  notations  for 
the  dealer  to  check,  namely :  'I  handle  your 
product  and  I  would  like  to  obtain  free  co- 
operative advertising  service,'  and  'I  do  not 
handle  your  product  but  would  like  to  receive 
samples  and  list  of  jobbers  handling  them.' 

"Of  the  8,500  circulars  sent  out,  4,000  replies 
were  received,  2,500  saying  they  carried  some 
of  the  fabrics  and  1,500  requesting  samples 
and  list  of  jobbers.  While  the  former  did 
not  represent  all  the  dealers  handling  the  line, 
it  gave  the  manufacturers  a  working  nucleus. 

"The  1,500  dealers  were  followed  up  to  in- 
duce them  to  order  goods  from  their  jobbers 
and  the  other  2,500  were  urged  to  carry  and 
maintain  complete  stocks."1 

When  manufacturers  distribute  their 

^Advertising    &•    Selling:  "^.''Finding    out    how    Jobbers 
Feel." 


INTENSIVE  SELLING 


15 


products  through  dealers  it  is  to  advan- 
tage to  interest  the  dealers  in  their  line 
and  assist  them  in  every  way  possible  in 
increasing  sale  for  their  goods.  This  can 
be  done  in  many  ways — by  devising  prac- 
tical selling  plans  which  the  dealer  can 
co-operate  in  carrying  out,  by  supplying 
window  trims,  signs,  display  racks,  lit- 
erature to  be  sent  to  lists  of  dealers'  cus- 
tomers, newspaper  electrotypes,  booklets, 
enclosures  and  "schemes"  for  local  sell- 
ing. 

In  connection  with  literature  sent  out 
to  lists  of  customers'  prospects,  dealers 
and  salesmen,  it  is  important  that  a  sell- 
ing plan  be  provided,  of  which  each  mail- 
ing is  a  unit  or  part.  A  properly  pre- 
pared plan  ties  up  each  mailing  to  the 
others,  making  each  a  cog  in  the  machin- 
ery of  influencing  the  list.  A  series  of 
letters  or  mailings  of  any  character,  pre- 
pared and  designed  to  be  sent  out  to  lists 
at  predetermined  intervals,  usually  fif- 
teen or  thirty  days,  is  known  as  a  "fol- 
low-up" system.  These  systems  are  ex- 
tremely effective  in  accomplishing  im- 
portant work  of  sales  influence  and  edu- 
cation in  a  way  which  reduces  labor  in 
the  advertiser's  sales  or  advertising  de- 
partment to  the  minimum. 

Direct  advertising  affords  an  oppor- 
tunity to  the  advertiser  for  taking  advan- 
tage of  other  kinds  of  advertising. 
There  are  many  ways  in  which  direct 
advertising  can  be  applied  as  an  auxiliary 
means  for  furthering  co-operation. 

When  an  advertiser  who  distributes 
through  dealers  spends  money  for  na- 


Selling  plan 
important  as  the 
foundation  for 
success  in  a 
direct  advertising 
campaign 


Strengthening 
many  kinds  o| 
publicity  by  direct 
advertising 
"hook-up" 


16 


INTENSIVE  SELLING 


"Selling"  national 
advertising  to  the 
dealer  direct 
by  mail 


Supplementing 
street  car 
campaigns 


Winning  interest 
of  jobbers  and 
their  salesmen 


tional,  trade  paper  or  display  advertising 
it  is  to  advantage  to  circularize  dealers 
and  explain  the  advertising  plans,  send 
proofs  of  advertisements,  and  point  out 
where  it  is  to  advantage  of  the  dealer  to 
co-operate  in  getting  the  greatest  pos- 
sible benefit  from  the  advertising. 

Letters,  with  proofs  of  local  newspaper 
consumer  -  influencing  advertising,  are 
often  sent  to  dealers,  outlining  the  adver- 
tising plans  and  urging  dealers  to  be  pre- 
pared to  intelligently  meet  the  demand 
that  the  newspaper  advertising  develops. 

The  effect  of  a  street  car  advertising 
campaign  can  be  benefited  through  direct 
advertising  in  which  attention  of  dealers 
is  called  to  car  cards  which  will  be  used. 
Such  a  campaign  enables  dealers  and 
jobbers  to  keep  advised  as  to  street  car 
advertising  plans  and  permits  them  to  in- 
telligently take  full  advantage  of  con- 
sumer interest  which  street  car  publicity 
develops. 

When  direct  advertising  campaigns 
are  carried  on  to  dealers,  or  when  na- 
tional advertising  or  trade  paper  adver- 
tising is  done,  it  is  well  to  keep  jobbers 
who  handle  the  goods  advised  as  to  what 
effort  is  being  made  by  the  manufacturer 
to  influence  the  consumer  to  ask  for  the 
goods,  and  as  to  what  measures  are  being 
taken  to  hook  the  dealer  up  in  the  cam- 
paign. In  this  book  this  problem  is  con- 
sidered from  many  angles,  especially  as 
it  applies  to  one  important  phase  of  di- 
rect advertising. 

A  method   of   advertising   for  which 


INTENSIVE  SELLING 


17 


business  in  the  United  States  spends  over 
$420,000,000  a  year  merits  the  most  ex- 
haustive study  by  every  executive.  An 
increase  in  efficiency  in  this  kind  of  ad- 
vertising means  an  increase  in  profits. 

In  the  volume  of  direct  advertising 
done  during  the  past  decade,  investiga- 
tions have  been  made,  results  have  been 
keyed,  and  watched  and  recorded,  tests 
have  been  carried  out,  theories  have  been 
demonstrated.  The  problem  of  direct 
advertising  confronting  thoughtful  ad- 
vertisers has  been  viewed  from  varied 
angles  and  definite  conclusions  reached. 

In  this  brief  outline  of  the  subject  of 
direct  advertising  space  has  permitted 
us  to  merely  touch  lightly  upon  the  im- 
portant channels  which  afford  oppor- 
tunity for  advertisers  to  increase  sales. 
Each  phase  of  this  subject  is  deserving 
of  intensive  thought  and  constructive  de- 
velopment. 

One  important  and  neglected  medium 
of  direct  advertising  is  considered  es- 
pecially in  the  following  sections.  The 
subject  of  enclosures,  in  their  many 
forms  and  practical  applications  for 
stimulating  sales  is  worthy  of  intensive 
study  in  any  business.  In  this  book  an 
analysis  of  the  sales  possibilities  of  en- 
closures is  made,  the  vital  features  that 
count  in  enclosure  successes  are  pointed 
out  and  scores  of  practical,  proven  ideas 
are  suggested  for  adaptation  and  effect- 
ive use  in  all  lines  of  business  and  under 
all  kinds  of  selling  conditions. 


Intensive  selling 
plans  worthy  of 
the  most  careful 
study 


Facts  gleaned 
from  costly 
experience 
presented  on  the 
following  pages 


Sales-influencing 
possibilities  of 
enclosures  as  an 
advertising 
medium 


PART  TWO 


Where  one  man's 
eyes  were  opened 
to  value  of 
enclosures 


How  he  put  the 
idea  to  work  in 
his  business 


A  manufacturer  of  a  line  of  metal  spe- 
cialties picked  a  printed  enclosure  from 
an  envelope  that  bore  a  business  letter  to 
him.  The  message  on  the  enclosure 
caught  his  interest.  The  enclosure 
opened  the  door  to  business ;  it  delivered 
its  message  in  the  executive's  office  when 
salesmen  sat  patiently  in  the  outer  office 
waiting  an  interview. 

This  man  was  impressed  with  the  idea 
of  advertising  his  own  firm's  products 
through  enclosures  with  letters.  An  in- 
vestigation showed  that  several  hundred 
letters  went  out  of  his  office  daily,  besides 
invoices  and  statements.  At  least  ninety 
percent  went  to  logical  prospects  for 
products  sold  by  the  firm.  There  were 
eleven  agents  controlling  territory:  most 
of  these  reported  they  were  in  position 
to  make  profitable  use  of  quantities  of 
good  enclosures  every  month. 

The  firm's  list  of  dealers  were  checked 
over  and  a  letter  was  sent  to  each  asking 
how  many  enclosures  could  be  given  judi- 
cious distribution.  The  response  was  en- 
couraging. 

Part  of  the  firm's  line  was  handled  by 
jobbers.  The  distribution  of  sales- win- 
ning arguments  through  jobber's  corre- 


INTENSIVE  SELLING 


19 


spondence  afforded  another  medium  of 
productive  distribution. 

A  series  of  enclosures  was  carefully 
prepared  and  given  systematic  distribu- 
tion. The  sales  influence  that  developed 
— direct  returns  as  well  as  indirect — dem- 
onstrated that  advertising  through  en- 
closures pays. 

This  medium  of  direct  advertising,  too 
little  recognized  and  vastly  misused,  is 
known  variously  as  enclosures,  inserts, 
package  slips  and  envelope  "staffers." 

Enclosures  are  small  advertisements  in 
the  shape  of  booklets,  leaflets,  folded  cir- 
culars or  simple  slips  of  paper  stock  to  be 
given  distribution  in  many  available  ways. 

No  other  medium  of  direct  advertising 
can  be  applied  to  so  many  channels  as 
enclosures.  The  distribution  costs  noth- 
ing as  it  already  exists,  whether  it  is  used 
or  not.  This  reduces  the  cost  of  en- 
closure advertising  to  practically  the  ex- 
pense of  printing.  Further  than  this,  it 
is  often  possible,  by  efficient  management 
and  forethought,  to  reduce  the  cost  of 
printing  to  merely  the  mechanical  cost  of 
set-up  and  makeready. 

"When  we  consider  the  subtle  and  far-reach- 
ing distribution  possible  for  enclosures,  and 
against  this,  the  relatively  insignificant  cost 
for  printing,  it  is  surprising  that  this  selling 
influence  is  not  taken  advantage  of  a  great 
deal  more  than  it  is.  But  recognition  of  this 
well-worth-while  possibility  is  becoming  ap- 
parent. Some  firms  systematically  map  out 
the  year's  enclosure  campaign  just  as  they  plan 
their  mailing  folders  in  series."1 

1  Judicious  Advertising:     "Making   Printed  Enclosures  a 
Selling  Influence,"  by  Flint  McNaughton. 


Enclosures — an 
effective  medium 
for  aiding  sales 


Distribution 
available  whether 
it  is  used  or  not 


20 


INTENSIVE  SELLING 


Where  enclosures 
can  be  given 
distribution 


Ways  of  using 
enclosures  to 
attract  business 
and  increase  sales 


Keeping  dealers 
informed  as  to 
advertising 


The  distribution  that  can  properly  be 
given  enclosures  varies  with  the  condi- 
tions of  the  business  and  with  the  class 
of  prospects  appealed  to.  Enclosures 
may  be  inserted  in  outgoing  envelopes, 
with  correspondence,  form  letters,  fol- 
low-up letters,  with  invoices  and  state- 
ments. They  can  be  used  to  advantage 
as  supplements  with  follow-up  letters, 
bearing  a  part  of  the  burden  of  telling 
the  sales  story  to  the  prospect. 

"A  good  percent  of  the  letters  mailed  out 
by  manufacturers  go  to  prospective  buyers  of 
their  products ;  every  letter  affords  free  dis- 
tribution of  interest-awakening  printed  mat- 
ter. This  sort  of  printed  matter  is  simple  and 
inexpensive;  it  demands  but  a  twist  of  the 
wrist  for  the  office  boy  or  stenographer  to  slip 
an  enclosure  in  the  envelope  with  the  outgoing 
letter."1 

Advertisers  are  applying  enclosures  in 
numberless  ways  to  stimulate  sales  by 
carrying  information  and  selling  sug- 
gestions to  groups  of  prospects.  Success- 
ful advertisers  who  reach  consumers 
through  national  advertising  and  sell 
through  dealers  adopt  methods  for  keep- 
ing dealers  informed  as  to  national  and 
trade  paper  advertising.  By  doing  this 
they  get  greater  value  from  such  pub- 
licity. Enclosures  are  effective  mediums 
for  accomplishing  this  at  minimum  cost. 

The  most  common  application  of  en- 
closures is  found  in  direct  selling  propo- 
sitions when  the  advertiser  is  appealing 
to  a  given  list  for  business. 

In  order  to  illustrate  the  sales  influ- 
ence of  enclosures  there  is  no  better  way. 

No.  16,  by  Flint  McNaughton. 


INTENSIVE  SELLING 


21 


perhaps,  than  to  relate  instances  of  their 
profitable  use  as  applied  to  many  selling 
conditions  and  lines  of  business. 

An  advertising  manager,  upon  analyz- 
ing conditions  in  connection  with  a  firm 
with  which  he  was  connected,  discovered 
that  in  a  large  correspondence,  with  bills 
going  out  daily,  statements  monthly,  and 
even  with  follow-up  letters — the  envel- 
opes bore  no  printed  enclosures. 

He  selected  a  series  of  strong  sales  ar- 
guments regarding  products  that  his 
company  manufactured  and  apportioned 
his  list  of  subjects  over  twelve  months  of 
the  year.  Then  he  prepared  a  series  of 
twelve  enclosures  in  which  the  selected 
features  or  subjects  were  exploited  in 
copy  and  by  illustrations. 

They  were  released  and  distributed  at 
thirty-day  intervals  during  the  year. 
Every  out-going  envelope  spoke  through 
its  enclosure.  Limited  quantities  were 
supplied  to  dealers.  The  travelers  used 
them. 

Frequent  orders  were  traceable  to  the 
enclosures.  One  inquiry  resulted  in  * 
connection  that  netted  the  house  more 
in  profit  during  the  year's  time  than  the 
entire  cost  of  producing  the  enclosures. 

A  sales  agent  for  garments  found  him- 
self carrying  a  considerable  stock  of  tan 
waterproof  ulsters  of  a  character  es- 
pecially suitable  for  the  use  of  profes- 
sional men.  In  connection  with  letters 
advertising  a  similar  black  waterproof 
garment  to  clergymen  who  had  formerly 
bought  garments,  an  enclosure  was  sent, 


How  one 
advertiser 
systematically 
used  enclosures 
to  stimulate  sales 


Stock  of  raincoats 
sold  through 
enclosures 


22 


INTENSIVE  SELLING 


Results 
astonished  the 
advertiser 


carrying  a  sample  of  the  tan  material, 
and  requesting  the  recipient  of  the  letter 
to  pass  the  enclosure  along  to  some  pro- 
fessional friend.  The  enclosure  de- 
scribed the  garments  and  listed  them  at 
a  very  moderate  price,  with  the  privilege 
of  ten-day  inspection. 

The  result  was  that  the  stock,  which 
had    been     occupying    shelf-space     for 


What  Are  You 
Putting  Under  Ymr 
Postage  Money? 


goes  to  dete 
values      iii^t  <> 


How  to 

keep  busy 

and 

mate  money 

when 

new  construction 

is  at  a 

stand-still 


DO  YOU  WANT 


PROOFS 


Typical  specimens  of  folder  enclosures — originals  usually  printed  in  two 
colors.  This  type  of  enclosure  is  made  up  of  stock  folded  one  or  more  times, 
and  cut  in  suitable  size  to  be  conveniently  inserted  in  correspondence  envelopes. 


INTENSIVE  SELLING 


23 


weeks,  was  almost  entirely  sold,  at  the 
nominal  cost  of  the  printing  and  the 
samples,  within  fifteen  days. 

"Enclosures  are  made  to  serve  a  double  pur- 
pose for  one  automobile  manufacturer.  They 
are  issued  frequently  and  given  distribution 
through  outgoing  envelopes  from  the  home 
office.  They  are  sent  to  branches  and  dealers 
in  quantities  agreed  upon  and  distributed 
through  envelopes,  in  show  rooms  and  in  other 
ways.  A  good  distribution  can  be  counted 
upon  and  the  enclosures  serve  a  double  pur- 
pose of  spreading  the  selling  features  of  the 
company's  products  and  helping  the  dealers  in 
influencing  their  prospects. 

"These  enclosures  are  explanations  of  sell- 
ing features.  For  instance,  one  will  explain 
the  steering  gear,  another  points  out  the 
strength  in  frames,  another  treats  of  steels. 
These  help  dealers  in  following  up  their  pros- 
pects. One  feature  in  favor  of  these  enclos- 
ures is  that  they  are  brief,  and  are  read- 
easily."1 

In  the  early  days  of  Sears,  Roebuck  & 
Co.,  the  mail  order  house,  Mr.  Sears  had 
4,000  couches  to  dispose  of  and  he  de- 
cided to  send  out  in  an  edition  of  cata- 
logues a  small  four-page  enclosure  de- 
scribing and  illustrating  them  and  featur- 
ing them  at  an  attractive  price.  After 
the  couch  advertisement  was  in  print  it 
was  found  that  the  fourth  page  of  the 
folder  prepared  was  blank. 

An  associate  suggested  printing  an  ad- 
vertisement of  a  cheap  dictionary  on  that 
page  and  the  idea  was  approved.  One 
hundred  thousand  enclosures  were  dis- 
tributed in  the  catalogues.  This  adver- 
tising, the  cost  of  which  was  entirely 

i Judicious  Advertising:  "Making  Printed  Enclosures  a 
Selling  Influence,"  by  Flint  McNaughton. 


An  enclosure  plan 
used  by  an  auto 
manufacturer 


How  an  insert  in 
a  catalog  sold  out 
two  stocks 


24 


INTENSIVE  SELLING 


Stock  of  used  tires 
moved  through 
enclosures 
inserted  in 
envelopes 


How  a  telephone 
company  inten- 
sively stimulates 
business 


Advantage  taken 
of  monthly 
envelope 
distribution — 
enclosures  used 


printing,  sold  the  entire  stock  of  couches 
and  the  entire  edition  of  the  dictionaries. 

An  automobile  manufacturer  found 
enclosures  effective  in  closing  out  a  stock 
of  used  tires.  A  considerable  stock  of 
tires  had  accumulated  in  a  branch  house 
— all  in  excellent  condition — but  second 
hand.  They  wanted  to  move  the  tires 
and  were  willing  to  sell  them  at  very  low 
prices — prices  that  were  very  exceptional 
considering  their  actual  value. 

A  plain  type  enclosure  was  printed  in 
one  color  and  the  enclosures  were  in- 
serted in  outgoing  envelopes,  with  state- 
ments and  invoices,  and  sent  to  dealers 
for  distribution.  This  resulted  directly 
in  a  number  of  sales. 

How  enclosures  are  systematically  used 
as  the  logical  medium  of  keeping  sales 
suggestions  before  the  field  is  told  by  an 
advertising  executive  of  the  New  York 
Telephone  Company. 

"Most  of  you  are  reasonably  familiar  with 
the  fact  that  our  statements  are  rendered 
monthly.  In  Buffalo  are  prepared  in  the  neigh- 
borhood of  eighty  thousand  statements  a 
month.  It  has  always  seemed  too  good  an 
opportunity  for  the  distribution  of  advertising 
literature  to  be  overlooked.  We  have  at- 
tempted to  systematize  such  usage. 

"We  also  use  enclosures  with  correspond- 
ence. Every  letter  to  a  prospective  subscriber 
or  a  subscriber  must  contain  some  piece  of 
advertising  literature. 

"Judgment  is  used  in  selecting  such  litera- 
ture. Letters  to  business  houses  contain  busi- 
ness circulars  only,  and  in  like  manner,  letters 
to  home  folks  contain  homey  literature.  While 
the  placing  of  enclosures  in  with  correspond- 
ence has  been  followed  with  considerable  sue- 


INTENSIVE  SELLING 


25 


cess  the  biggest  thing  in  our  habits  of  making 
double  use  of  the  postage  stamp  lies  in  the 
use  of  mailing  with  our  monthly  statements. 

"We  do  not  work  in  a  haphazard  way.  Each 
year  the  advertising  men  from  the  different 
divisions  of  our  company  throughout  the  State 
get  together  early  in  the  spring  and  set  a 
schedule  of  enclosures  to  be  used  for  the  suc- 
ceeding twelve  months.  It  will  be  easily  un- 
derstood what  a  valuable  means  this  method 
gives  us  of  making  any  general  announcements 
to  our  customers. 

"We  make  a  practice  of  giving  our  custom- 
ers a  little  rest  now  and  then  for  perhaps 
two  months  or  three  months.  It  has  always 
seemed  to  us  in  so  doing  that  we  insure  their 
gratitude.  From  the  amount  of  comment  de- 
veloped after  the  use  of  some  attractive  cir- 
cular, after  a  vacation  of  two  or  three  months, 
we  believe  we  are  justified  in  our  opinion. 

"There  are  one  or  two  seasonable  pieces  of 
literature  that  can  be  relied  on,  however,  and 
our  customers  reach  the  frame  of  mind  where 
they  actually  expect  it,  and  feel  abused  if  they 
don't  get  it.  One  instance,  in  our  own  line 
of  business,  is  in  the  use  on  the  first  of  March 
each  year  of  what  we  know  as  our  "Three 
Months  at  a  Glance  Calendars."  We  have 
used  this  type  of  calendar  for  three  years. 
During  January  and  February  we  have  many 
requests  as  to  when  our  calendars  are  going 
to  be  ready."1 

A  banker  had  prepared  a  series  of  three 
enclosures  for  his  several  departments — 
savings  accounts,  commercial  banking, 
trust  department  and  safe  deposit  vaults. 
He  also  featured  in  enclosures  special 
services,  such  as  certificates  of  deposit 
and  the  strength  and  construction  of  the 
vaults. 

The  campaign  presented  the  bank's 
proposition  in  a  highly  attractive  manner. 
A  schedule  of  distribution  was  arranged 

'Geo.  W.  Billings,  Address  at  Buffalo  Ad  Club. 


Periodical 
"lay-off"  to 
get  better  effect 
from  enclosures 


A  banker's  plan — 
typical  of  applica- 
tion in  every  line 


26 


INTENSIVE  SELLING 


Seeking  "leads' 
for  business 
through 
enclosures 


Inducing  quick 
payments  through 
enclosures 


—saving  enclosures  went  out  to  commer- 
cial accounts;  safe  deposit  enclosures 
reached  savings,  commercial  and  trust 
accounts.  An  immediate  response  was 
felt  in  each  department,  and  the  year's 
campaign  resulted  very  satisfactorily. 
This  new  business  was  intensive  and  the 
enclosure  method  of  advertising  per- 
mitted new  business  to  be  secured  easily 
at  a  very  moderate  cost. 

Enclosures  are  made  use  of  in  many 
ways  to  interest  prospects  in  coming  into 
the  store,  sending  for  a  sample  order  or 
doing  some  specific  thing  that  will  give 
the  advertiser  an  advantage  in  eventually 
making  a  sale. 

Human  nature  is  susceptible  to  flattery 
and  everyone  is  attracted  by  opportuni- 
ties of  securing  something  for  nothing. 
Basing  the  appeal  on  these  psychologi- 
cal conditions,  advertisers  make  use  of  a 
card,  usually  enclosed  with  a  letter,  of- 
fering the  bearer  some  special  advantage, 
favor  or  courtesy. 

The  proprietor  of  a  summer  garden 
sent  out  cards  to  selected  lists,  with  the 
name  of  the  prospect  written  in  ink, 
granting  the  privilege  of  free  entrance  to 
the  park  for  a  specified  time.  In  this 
way  many  strangers  were  induced  to  visit 
the  park  for  the  first  time,  and  undoubted 
future  patronage  secured. 

A  large  concern  makes  excellent  use  of 
an  enclosure  in  collections.  Mindful  of 
the  fact  that  the  usual  "two  per  cent  ten 
days"  clause,  printed  on  a  billhead  is  so 
common  that  its  full  meaning  is  often 
overlooked,  they  have  devised  a  yellow 


INTENSIVE  SELLING 


27 


sticker  upon  which  is  printed  in  red  ink : 
"This  invoice  is  subject  to  a  discount  of 
two  per  cent  if  paid  within  ten  days  from 
date.  Two  per  cent  ten  days  is  equiva- 
lent to  thirty-six  per  cent  a  year." 

"A  good  way  to  insure  your  catalog  or 
booklet  being  read  or  at  least  given  attention 
is  to  send  out  a  letter  with  it,  calling  particu- 
lar attention  to  some  specific  part  of  the  book- 
let. A  paragraph  like  this:  'On  page  36-37 
of  this  booklet  you  will  find  information  of 
particular  value  to  you — of  particular  helpful- 
ness to  your  business.'  Then  the  pages  men- 
tioned in  the  letter  should  be  marked  right  in 
the  booklet  with  a  heavy  colored  pencil."1 

"I  know  one  stock-selling  proposition  where 
we  wrote  a  man,  and  instead  of  sending  him 
the  usual  follow-up  letter  we  took  a  pink  slip 
and  said:  'Dear  Mr.  Jones:  On  such  and 
such  a  day  we  sent  you  the  attached  letter.  It 
evidently  has  escaped  your  attention.'  A  little 
memorandum  and  that  pink  slip  attached  to 
the  so-called  carbon  copy  of  the  letter  brought 
a  larger  percentage  of  results  than  a  new  fol- 
low-up letter  written  to  another  list."2 

A  financial  house,  offering  its  stock  on 
a  special  occasion  on  a  limited  time  pay- 
ment basis,  used  an  enclosure  to  present 
their  proposition  in  an  effective  manner. 
When  the  statement  of  arrangements  of 
payment  to  suit  the  convenience  of  the 
buyer  was  made  in  a  letter  the  effect  was 
not  satisfactory.  The  desire  was  to  adopt 
some  means  that  would  bring  out  the 
special  time  payment  inducement  in  a 
more  striking  and  conspicuous  manner. 

In  order  to  accomplish  this  an  enclo- 
sure was  prepared  to  accompany  the  let- 
ter. The  enclosure  was  a  simple  slip  of 
yellow  stock  on  which  was  reproduced  in 

'Norman  Lewis:  Address  at  A.  A.  C.  of  W.  at  Chicago. 
'Homer  H.  Buckley:  Address  at  A.  A.  C.of  W.,Toronto. 


Methods  for 
getting  prospects 
to  read  your 
literature 


An  enclosure  idea 
that  paid  better 
than  a  letter 


Using  enclosures 
to  spur  prospects 
to  action 


28 


INTENSIVE  SELLING 


imitation  of  typewriting,  the   following 
memorandum : 

"Confidential :  One  of  our  good  friends  in 
the  rubber  trade  said  yesterday :  "I  am  loaded 
up  with  tires,  bought  before  the  last  price  raise, 
and  the  cold  weather  during  April  and  May 
has  made  sales  slow.  I  want  to  come  in  for 
a  few  shares,  but  would  like  more  time  on  my 
second  payment,  say  half  of  it  in  July  and  half 
in  August — how  about  it  ?'  This  condition  may 
be  holding  you  back.  If  it  is  we  will  arrange 
the  second  payment  to  suit  your  convenience. 
Let  us  know."  (Signed  in  ink  by  the  Treas- 
urer.) 


2  aa  K  TSI>  SH 


. 

ry  Knot  to  TOW  tfToa- 
«*£•  ttet  ••  tro  i«»u  tntelttliK 
It  for  »ow  owvoot  ootwitentloa 
IX  Mill  nt°b  U>o  milm  for  yow 
•ooopttAM  oc  or  koforoour  2  r  M 


BRACK    DEALERS    BUY    DIRECT    AND    SAVE    THE    JOBBER'S    PROFIT! 
COSTS    YOU  YOU  MAKE  YOUR  PROFIT 


$112o 


OFF  LIST: 


corn 

•f  our  .-004 


.  o  aaro      w  oo 

V  MooBd  Biruet.  M7  telf  of  It  la  J«Ljr 
•Ad  bmlf  In  «arut  -  «••  *b«t  Itr*  fbli 
oMdttln  •«  oo  ooUlx  r»»  •"*.  If  It 
tl^ltr.  Wo..  Mil  4T»«rn.  o^ou  MT- 


wot  ram  '.oairr 


Examples  of  enclosures  designed  to  force  the  prospect  to  quick  action. 
These  enclosures  are  often  pinned  or  tipped  onto  other  literature.  Calling 
attention  to  the  special  features  of  the  offer,  or  emphasizing  the  limited  time 
price  made,  this  type  of  enclosure  is  found  very  effective  when  properly  planned 
and  prepared. 


INTENSIVE  SELLING 


29 


A  plan  tried  by  sales  manager  to  im- 
press correspondents  and  to  convenience 
in  replying  is  to  enclose  a  carbon  with 
the  letter  requiring  a  reply.  A  rubber 
stamp  imprint  is  placed  on  such  carbons, 
reading:  "When  replying  to  the  accom- 
panying letter,  kindly  enclose  this  carbon 
copy."  This  often  prompts  an  immedi- 
ate answer,  and  saves  going  to  the  files 
to  look  up  the  carbon  of  the  letter  sent 
out.  It  also  allows  the  correspondent  to 
make  the  reply  briefer. 

Pasters,  or  gummed  enclosures,  mak- 
ing special  announcements,  such  as  re- 
movals or  change  in  location  or  telephone 
number  can  be  tipped  on  a  letter  in  such 
a  way  that  they  obstruct  the  beginning 
of  the  letter  and  therefore  command  es- 
pecial attention  because  they  must  be 
lifted  aside  before  the  letter  can  be  read. 

"In  organizations  where  correspondence  is 
regularly  addressed  to  the  company  rather 
than  to  individuals  or  departments,  some  meth- 
od of  identifying  letters  is  necessary  in  order 
to  give  prompt  service.  A  simple  method  used 
by  one  large  manufacturer  consists  of  a  red 
gummed  sticker  about  one  inch  square  worded 
as  follows:  "Quicker  service  will  be  given 
you  if  you  detach  the  coupon  below  and  stick 

it  on  your  reply.    This  answers  letter 

Dated  Dept M >n 

"...  here  is  a  little  device  to  get  atten- 
tion for  its  letters  of  solicitation.  It  is  a 
gummed  label,  printed  in  red  and  perforated 
through  the  middle.  The  top  half  reads:  This 
is  a  personally  written  letter  and  we  thank  you 
for  treating  it  as  such.  In  replying,  use  the 
attached.'  The  lower  half  bears  the  inscrip- 
tion :  'Attention  of  Fred  A.  Wish,  Adv.  Mgr.'  "2 

^System:     "In  the  Day's  Work." 

•Printers'  Ink:     "The  Little  Schoolmaster's  Classroom. 


Using  carbon  copy 
as  follow-up 


Getting  publicity 
through  gummed 
slips  and  pasters 


Plan  for  saving 
time  in 
correspondence 


30 


INTENSIVE  SELLING 


Enclosure  method 
used  by  a 
progressive  bank 
as  means  of 
educating  public 


Use  of  cards  and 
similar  enclosures 
by  retailers  to 
bring  customers 
to  the  store 


"A  Kansas  City  banker  devised  a  set  of 
stickers  4l/2  by  \l/2  inches,  one  of  which  is 
attached  to  every  outgoing  letter,  as  well  as  to 
forms  and  statements  that  regularly  go  to  his 
depositors. 

"Each  strip  briefly  tells  of  one  of  the  bank's 
services.  Some  of  them  read  as  follows : 

"  There  is  no  better  investment  than  6% 
Farm  Loans-  The  principal  is  safe  and  the 
income  certain.  Consult  our  mortgage  loan 
department.' 

"  'Accumulative  savings  certificates  are  a 
splendid  saving  feature.  Monthly  deposits  of 
$1.07,  or  more  to  suit  your  convenience.  3% 
compound  interest  and  2%  bonus  at  date  of 
maturity.' 

"  'In  our  great  fire  and  burglar  proof  vaults 
we  rent  safe  deposit  boxes  as  low  as  $3  per 
year.  On  our  daily  balances  of  checking  ac- 
counts we  pay  2%  interest.'  MI 

Retailers  send  out  similar  cards  to  se- 
lected lists  of  customers  inviting  them  to 
inspect  given  lines  in  advance  of  the 
opening  of  a  special  sale. 

A  retailer  of  musical  instruments  is- 
sued a  card  offering  a  book  upon  request 
at  the  store.  The  card  read :  "Introduc- 
ing a  member  of  the  family  of  (blank 
space  for  name  to  be  written  in).  A 
beautiful  book  entitled,  "Everything 
Known  to  Music,"  will  be  handed  to  the 
person  presenting  this  card.  This  book 
contains  an  illustrated  history  of  every 
musical  instrument  in  the  modern  orches- 
tra, besides  much  other  interesting  mat- 
ter. Please  present  the  card  in  the  Piano 
Department,  Third  Floor." 

Enclosures  are  used  as  an  aid  in  facili- 
tating the  correspondence  department 

^System:    "How  to  get  Bank  Depositors." 


INTENSIVE  SELLING 


31 


and  to  ward  off  letters  of  complaint.  A 
publisher  sends  a  notification  that  the 
book  ordered  is  being  sent  by  parcel  post. 
In  connection  with  this  is  an  enclosure, 
bearing  the  following  information :  "The 
book  referred  to  in  the  enclosed  invoice 
goes  to  you  under  separate  cover  by  par- 
cel post.  As  there  have  been  some  com- 
plaints recently  regarding  non-delivery  of 
parcel  post  matter,  we  ask  you  to  let  us 
know  at  once  if  you  do  not  receive  the 
book  within  a  reasonable  time  after  this 
letter  reaches  you.  Bear  in  mind  that 
parcel  post  packages  are  not  expected  to 
travel  as  fast  as  letters.  Your  postmaster 
or.  carrier  will  tell  you  about  how  long 
it  ought  to  take." 

In  order  to  secure  requests  for  their 
catalogues,  a  manufacturer  sent  a  sample 
page  of  his  catalogue  to  a  list  of  pro- 
spective customers.  Attached  to  the 
sample  page  was  a  small  printed  slip 
which  read:  "Sample  page  taken  from 
our  beautifully  illustrated  Spring  Cata- 
logue or  Sales  Book  which  we  will  send 
you  free  upon  request.  For  your  con- 
venience the  usual  retail  prices  are 
printed  under  all  illustrations  on  this 
page.  The  goods,  however,  will  be  billed 
to  you  at  guaranteed  wholesale  mill 
prices." 

Using  a  somewhat  similar  plan  for  at- 
tracting attention  to  their  catalogue,  one 
mailing  concern  attaches  to  their  cata- 
logue a  slip  bearing  the  following  state- 
ment :  "Memorandum :  Give  this  cata- 
logue a  permanent  place  in  your  files. 
You  will  find  it  valuable  to  have  handy 


Making  enclosures 

conserve 

correspondence 


Selling  catalogs 
by  showing 
sample  page 


Plans  for  winning 
attention  for 
catalogs  and 
getting  them 
preserved 


32 


INTENSIVE  SELLING 


A  method  for 
finding  out  what 
type  of  product 
the  inquirer  is 
interested  in 


for  ready  reference — when  you  want  in- 
formation.  .    .    .  etc." 

In  order  to  introduce  literature  sent  on 
request  and  to  pave  the  way  for  an  in- 
terested "come-back"  an  automobile  com- 
pany makes  use  of  an  enclosure.  It  is  a 
small  leaflet,  printed  on  one  side  in  type- 
writer type,  and  reads  in  part  as  fol- 
lows: "The  attached  printed  matter  is 
mailed  you  by  request.  We  trust  that  it 
will  contain  at  least  part  of  the  informa- 
tion that  you  desire  regarding  Studebaker 
Automobiles. 

"We  have  other  literature  that  will 
give  you  valuable  suggestions  in  the  selec- 
tion of  an  automobile,  and  upon  return 
of  this  slip,  indicating  type  of  car  in 
which  you  are  most  interested,  we  shall 
be  glad  to  send  it — without  obligation,  of 
course.  .  .  .  (Information  to  be 


Do  You  Know— 


b  *.  •— •"  W>»  — •  nAm  T-mr*  *••  • 


BOOKS  Z  IK  MONTH 


U  .    5 


I  rglll   t-l!   !>•"   I 

I.    ,   '  .  " 

. .  ,  ..•-    •• 


ii-.:L,  i'<  is.  Ml  ««=i»««. 


Tvpes  of  enclosures  designed  to  induce  special  attention  to  the  catalog, 
booklet  or  other  enclosure  to  which  they  are  attached.  These  enclosures  can 
be  pinned  on  the  cover  of  the  literature  or  inserted,  by  a  fold,  over  the  first 
page.  They  usually  play  up  the  features  of  especial  interest  in  the  literature 
and  assure  quick  consideration. 


INTENSIVE  SELLING 


33 


checked  follows  and  space  for  name  and 
address  follows.)" 

As  a  follow-up,  a  publisher  sends  a 
reprint  of  his  current  general  advertise- 
ment with  a  slip  attached  to  one  corner. 
The  slip  reads:  "Memorandum  for 
(name  of  prospective  buyer  typewritten 
in).  Attached  is  a  proof  of  an  ad  that 
you  may  have  missed.  We  should  like 
to  send  you  the  booklet.  Simply  sign 
and  mail  the  postal."  The  object,  of 
course,  is  to  induce  the  prospective  buyer 
to  order. 

Another  method  of  getting  a  reply 
without  effort  is  described  in  this  ex- 
tract : 

"Want  to  save  time  in  your  follow-up? 
When  you  first  write  your  customer  have  two 
carbon  copies  made  of  your  letter.  If  you 
don't  hear  from  him  in  ten  days  simply  take 
out  one  of  the  carbons,  paste  a  sticker  on  it 
like  the  following,  and  mail  to  your  customer 
without  other  remark  or  enclosure.  It  saves 
the  time  of  writing  a  letter  asking  why  a  reply 
was  not  received.  It  saves  the  customer's  time 
in  looking  up  your  first  letter."  The  sticker 
should  bear  this  wording :  "No  Reply  Re- 
ceived— the  courtesy  of  an  early  reply  with 
return  of  this  correspondence  will  be  appre- 
ciated."1 

A  publisher  calls  attention  to  forth- 
coming issues  of  the  publication  through 
poster  stamps  issued  as  enclosures  with 
form  letters  and  correspondence  during 
the  weeks  previous  to  the  closing  of 
forms  of  the  advertising  issue. 

It  has  been  found  advantageous  by 
many  houses  to  distribute  enclosures 

'Schulze:     "Making  Letters  Pay  System." 


Taking  further 
advantage  of 
general  advertising 
as  a  follow-up 


Another  carbon 
copy  follow-up 
scheme 


INTENSIVE  SELLING 


Poster  stamps  and 
remittance 
acknowledgment 
enclosures 


Typical  example  of 
methods  used  by 
progressive  hotels 


Calendars  in 
enclosure  form  for 
special  lists 


along  with  checks  sent  in  payment  of 
bills  in  the  shape  of  slips  of  paper  bear- 
ing thanks  or  suggesting  good  will.  A 
check  enclosure  idea  is  illustrated  by  the 
following: 

"This  check  is  yours.  Without  cus- 
tomers there  would  be  no  George  H. 
Morrill  Co.  Without  Geo.  H.  Merrill 
Co.  you  would  not  have  this  check.  With 
you  boosting  we  will  have  more  custom- 
ers and  your  checks  will  be  increased." 

Hotels  find  a  valuable  means  of  adver- 
tising in  enclosures.  There  are  many 
channels  for  distribution.  Enclosures 
provide  a  means  for  exploiting  the  finer 
points  of  service  and  expressing  commer- 
cial politeness  that  is  always  in  order. 

There  is  real  satisfaction  in  paying 
your  bill  at  one  Chicago  hotel,  because, 
with  the  receipt  covering  the  remittance, 
a  handsomely  printed  card  is  enclosed. 
The  card  reads:  "Hotel  LaSalle  ac- 
knowledges with  thanks  your  remittance, 
for  which  receipt  is  enclosed  herewith." 

A  variation  of  the  daily  calendar  idea 
of  keeping  before  his  customers  has  been 
found  effective  by  one  merchant.  To 
avoid  the  bulk  of  the  daily  calendar  and 
the  small  figures  necessary  in  the 
monthly  calendar  of  small  size,  this  mer- 
chant encloses  with  his  monthly  state- 
ments and  his  house  organ,  a  pad  of 
3  by  5  sheets,  each  one  containing  the 
calendar  for  a  week.  The  figures  make 
one  row  with  a  blank  column  under  each 
for  notes.  This  size  just  fits  the  daily 
card  file  and  provides  a  plan  through 
which  the  coming  week  can  be  instantly 


INTENSIVE  SELLING 


35 


checked  up.    A  couple  of  lines  of  copy 
ties  the  merchant's  name  to  the  calendar. 

Advertisers  are  using  enclosure  ideas 
as  the  basis  of  follow-ups,  dealer-co-op- 
eration plans  and  mediums  for  bringing 
inquiries  in  touch  with  local  dealers  and 
providing  manufacturers  with  a  lever  for 
interesting  the  local  dealer.  A  plan  of 
the  latter  type  is  explained  here : 


Getting  better 
dealer-cooperation 
through  enclosures 


A  follow-up  device  used  by  suc- 
cessful advertisers.  Sent  out  pinned 
to  an  order  blank  a  day  or  two  days 
after  letter  is  mailed. 


MEMO/r< 


•••t 

ef  a* 


"...  this  concern  makes  men's  jewelry  and 
advertises  a  patent  shirt  stud  sold  through 
jewelers.  It  appreciates  that  there  is  no  sense 
in  paying  good  money  for  inquiries  and  then 
letting  them  go  by  default,  and  while  shirt 
studs  will  not  justify  a  very  elaborate  follow- 
up,  Larter  &  Sons  work  on  the  theory  that  a 
satisfied  customer  is  a  good  advertisement  and 
spare  no  effort  to  make  him  satisfied.  When 
the  inquiry  comes  in  a  demonstration  stud  is 
sent  to  the  inquirer  with  a  letter.  After  ex- 
plaining what  the  stud  is  and  why  it  should  be 
bought,  the  inquirer  is  told:  "If  your  regular 
dealer  can't  supply  you,  please  ask  him  to  write 
us,  or,  if  you  desire  you  can  purchase  from  the 
dealer  mentioned  on  the  enclosed  card,  who 
carries  our  line.' 

"This  card  takes  the  place  of  the  usual  in- 
structions in  letters  of  this  kind  to  'order  from 
the  other  dealer.'  It  gives  the  inquirer  some- 
thing definite  to  do.  The  card  reads :  'Jones 
&  Brown,  Jewelers.  New  Haven,  Conn.  This 
will  introduce  to  you  Robert  Cole,  who  wishes 
to  inspect  your  stock  of  Larter  studs,  links  and 


Getting  the  con- 
sumer into  the 
store  to  "hook-up" 
dealer 


36 


INTENSIVE  SELLING 


Valuable  publicity 
at  low  cost  for 
special  occasions 


Example  of  this 
kind  of  use 


Ways  of  using 
poster  stamps 


vest  buttons,  and  for  whom  we  bespeak  every 
possible  consideration.  Thanking  you  in  ad- 
vance for  the  courtesy,  we  are,  Yours  very 
truly .'  "i 

At  times  of  conventions,  important 
events  or  special  celebrations — even  dur- 
ing ordinary  buying  seasons — manufac- 
turers frequently  provide  enclosures  on 
which  an  invitation  is  extended  to  cus- 
tomers and  prospective  buyers  who  visit 
the  city  to  take  advantage  of  the  oppor- 
tunity and  visit  the  house.  These  en- 
closures can  be  given  distribution  in  the 
house  organ,  in  envelopes  carrying  cor- 
respondence, sales  letters,  invoices  and 
statements.  An  example  of  this  type  of 
enclosure  is  reproduced  here: 

"Let  Buckie's  be  your  headquarters! 
Great  times  will  be  had  in  Chicago  at 
the  Printers'  Session  of  the  Associated 
Advertising  Clubs  of  the  World  Con- 
vention here  June  20th  to  24th.  It  will 
pay  big  in  new  ideas  and  inspiration  to 
be  there.  You  are  cordially  invited  to 
make  our  office  your  headquarters,  to 
have  your  mail  forwarded  in  care  of  us 
— to  see  for  yourself  what  genuinely  effi- 
cient roller  and  ink  making  methods  are 
behind  the  goods  bearing  our  name." 

Poster  stamps,  as  enclosures,  are 
among  the  most  widely  applied  of  all 
mediums.  They  can  be  applied  by  the 
advertiser  in  many  ways  and  passed 
along  to  the  retailer  with  definite  in- 
structions as  to  how  to  use  them  in  his 
advertising.  A  good  poster  stamp,  print- 
ed in  bright  or  suitable  colors,  has  a 

^Printers'  Ink:     Follow-ups  that  Clinch  the  Inquiry."  by- 
Cameron  McPherson. 


INTENSIVE  SELLING 


pleasing  distinction  that  compels  atten- 
tion. Gummed  on  the  reverse,  they  can 
be  easily  attached  to  packages,  stationery, 
on  goods  or  be  enclosed  unattached. 
These  can  be  made  to  illustrate  different 
departments  of  the  factory,  processes  of 
manufacture,  special  lines  of  goods,  or 
simply  to  illustrate  an  idea  through 
poster  effects.  They  are  usually  issued 
in  series  and  distributed  according  to 
some  suitable  plan  of  rotation. 

"Sears,  Roebuck  &  Co.  pastes  on  its  large 
general  catalogue  a  sheet  of  poster  stamps,  al- 


Using  poster 
stamps  to 
advertise 
departments 


|  „  •.,!,».  rrtOH  TA 


Postcards  are  often  used  to  secure  names  of  prospects?  and  in  this  way 
valuable  lists  can  be  built  up.  Advantage  of  present  distribution  can  be 
taken  in  getting  excellent  distribution  of  these  "new  prospect"  cards. 

/I  >7  O  7  . 1 


38 


Mail  order  house 
method  for  getting 
orders  for  special 
catalogs 


Poster  stamps 
used  for  winning 
better  dealer 
cooperation 


though  often  sending  these  in  letters  and  pack- 
ages. Each  of  these  stamps  conveys  a  definite 
instruction,  based  on  an  illustrated  theme.  Are 
you  interested  in  plumbing?  Then  your  eye 
is  caught  by  a  stamp  showing  a  faucet  open, 
with  running  water,  and  when  you  attach  that 
plumbing  stamp  to  any  card,  letter  or  order 
along  comes  the  plumbing  catalogue.  So  with 
every  one  of  a  score  or  more  of  lines,  each 
with  its  poster  stamp.  It  makes  it  easier  for 
the  bona  fide  patron  or  prospect  to  secure  defi- 
nite catalogues  giving  specific  information  not 
found  in  the  general  catalogue,  yet  it  implies 
that  you  must  make  use  of  this  stamp.  For 
instance,  the  general  catalogue  cannot  possibly 
list  and  price  the  full  grocery  line,  but  if  you 
are  interested  in  groceries,  you'll  make  use  of 
the  poster  which  shows  a  collection  of  food 
products  being  handled  by  a  clerk,  and  by 
simply  pasting  on  a  card,  the  special  grocery 
list  comes  to  you  by  return  mail."1 

One  manufacturer  makes  poster 
stamps  the  basis  of  his  dealer  advertis- 
ing campaign.  Fine  drawings,  used  in 
national  advertising,  can  be  reproduced 
on  a  series  of  poster  stamps.  Simple 
enclosures  are  printed  for  dealer  distrib- 
ution and  the  effect  of  elaborate  printing 
is  secured  by  attaching  a  poster  stamp 
to  the  cover.  A  series  of  stamps  are 
packed  in  sets  for  distribution  to  school 
children  "collectors." 

Poster  stamps,  when  drawings  are 
suitable,  can  be  attached  on  the  letter- 
head, as  an  effective  attraction  for  the 
eye.  A  manufacturing  jeweler  issues 
poster  stamps  showing  a  jeweler  seated 
at  a  table,  busily  engaged  in  repairing. 
These  are  used  by  jewelers  on  their  let- 
terheads to  brighten  them  up — either 
pasted  at  the  top  or  in  the  lower  left- 

lPostaie:  "Particularizing  the  Poster  Stamp,"  by  Maxwell 
Droke. 


INTENSIVE  SELLING 


39 


hand  corner.  "This,"  says  a  manufac- 
turer, in  his  dealer  literature,  "enables 
a  jeweler  to  retain  the  essentials  of  his 
official  letterhead  and  still  have  a  highly 
effective  piece  of  stationery  without 
added  expense.  The  suggestion  lingers 
long  after  your  letter  is  forgotten — and 
you  know  what  that  means  to  your 
store." 

In  a  similar  manner  poster  stamps  can 
be  applied  to  fold-over  letters.  Instead 
of  the  usual  8^  by  11  sheet,  a  larger 
sheet  is  taken — about  8l/2  by  14  inches — 
and  folds  the  top  over  to  form  a  Zl/2 
inch  flap  on  the  left  to  which  the  poster 
stamp  is  affixed.  The  space  under  the 
flap  may  be  devoted  to  a  printed  adver- 
tisement. 

Poster  stamps  serve  excellently  as 
seals  for  envelopes  and  packages.  They 
can  be  used  to  liven  show  case  signs,  to 
be  tipped  on  windows,  to  be  tipped  on 
advertising  matter  or  placed  on  the  back 
of  the  business  card.  They  can  be  at- 
tached to  postcards,  along  with  the  writ- 
ten messages,  given  away  on  "Call 
Again"  cards  as  souvenirs,  attached  to 
blotters,  tipped  on  the  corners  of  bills 
and  statements  or  inserted  in  theatre  pro- 
grams in  connection  with  a  brief  printed 
advertisement. 

Corporations  are  taking  advantage  of 
every  avenue  of  advertising.  The  West- 
ern Union  Telegraph  Company  is  send- 
ing out  enclosures  to  stockholders,  en- 
closed with  the  quarter's  dividend  checks. 
One  of  these,  signed  by  the  President, 
says :  "The  enclosed  check  is  not  merely 


Giving  packages 
identity  and  adver- 
tising value 


Methods  used  by 
corporations  for 
gaining  coopera- 
tion of 
stockholders 


40 


INTENSIVE  SELLING 


Intensive  methods 
being  applied  to 
large  and  small 
businesses 


a  dividend  on  money  invested.  It  is  a 
reminder  that  you  are  one  of  the  owners 
of  this  company :  that  you  are  concerned 
in  its  success.  We  therefore  ask  you  to 
assist  the  management  to  increase  the 
volume  of  the  Company's  business:  by 
forwarding  to  New  York  any  complaints 
of  the  telegraph  or  cable  service  or  sug- 
gestions for  their  improvement;  by  talk- 
ing "Western  Union"  among  your 
friends  and  acquaintances.  Your  active 
interest  and  assistance  will  help  to  in- 
crease the  value  of  your  property." 


PART    THREE 

MAKING  LETTER  ADVERTISING  MORE 
EFFECTIVE  THROUGH  SUPPLE- 
MENTARY ENCLOSURES 


Every  letter  mailed  under  first  class 
postage  is  permitted  a  maximum  weight 
of  one  ounce  under  the  carrying  stamps. 
Third  class  mail  is  entitled  to  two  ounces 
for  one  cent  postage.  The  postage 
stamps  pay  for  this  weight  regardless  of 
whether  or  not  it  is  used.  Since  letters 
on  heavy  stock,  together  with  the  envel- 
opes, weigh  but  a  fraction  of  this  per- 
mitted weight  the  envelope  can  carry  a 
material  weight  of  enclosures  without 
exceeding  the  prescribed  limits. 

"The  average  business  letter — even  the  two 
sheet  one — weighs  hardly  half  an  ounce.  An 
envelope  with  nothing  but  an  invoice  or  state- 
ment enclosed  weighs  only  about  a  quarter  of 
an  ounce.  Thus  the  average  business  firm  is 
using  less  than  twelve  and  a  half  percent  of 
their  carrying  capacity.  You  can  make  the 
remaining  eighty-seven  and  a  half  percent 
carry  your  advertising  free. 

"Vacant  advertising  space — the  best,  too — 
you  are  paying  for  it  and  letting  it  go  to 
waste.  Put  an  advertisement  in  that  space  in 
the  shape  of  a  snappy  booklet.  Every  adver- 
tising bulletin  of  this  kind  scores  a  bull's  eye, 
for  it  cannot  go  astray."1 

An  attractive  booklet,  a  striking  leaflet 
or  folder,  delivered  with  every  letter,  in- 
voice and  statement,  with  cartons,  in 
house  organs,  and  placed  in  packages, 
assures  valuable  sales  influence,  and  the 
distribution  costs  nothing. 

^Impressions 


Opportunities  for 
taking  advantage 
of  distribution 
afforded  through 
correspondence 
envelopes,  with 
invoices,  form 
letters,  etc. 


Opinions  of  two 
authorities 


INTENSIVE  SELLING 


Where  enclosures 
inserted  with 
letters  increased 
returns  from  10% 
to  52% 


Details  of  the 
waiting  scheme 


Successful  advertisers  are  taking  ad- 
vantage of  enclosures  as  practical  medi- 
ums for  stimulating  sales.  This  is  evi- 
denced by  the  following  extract.  Where- 
as letters  alone,  pulled  from  7%  to  10%, 
letters  containing  enclosures  pulled  52%. 
This  intensive  sales  force,  which  pro- 
duced such  excellent  results  in  the  tailor- 
to-the-trade  line,  can  be  applied  to  any 
business. 

"...  a  series  of  enclosures  formed  an  in- 
tegral part  of  a  definite  and  well  planned  sales 
campaign.  Each  enclosure  had  a  different  de- 
sign to  win  a  welcome  reading,  to  eliminate 
monotony,  to  be  interesting  and  of  an  educa- 
tional value.  To  bait  the  recipient's  attention 
appropriate  cuts  were  used  in  some  instances. 
They  helped  to  liven  up  the  enclosures  and  get 
them  read. 

"We  had  2,100  dealers  on  our  books.  It  was 
at  that  stage  of  the  season  when  we  were 
about  to  distribute  new  sample  lines.  Up  to 
that  time  the  house  had  had  considerable  dif- 
ficulty in  getting  its  dealers  to  acknowledge 
receipt  of  samples.  The  percentage  of  ac- 
knowledgments ran  from  seven  to  ten  per  cent. 
As  it  was  a  matter  of  vital  importance  to  know 
whether  the  samples  connected  with  those 
dealers  who  failed  to  advise,  a  couple  of  follow- 
up  letters  were  usually  sent  out  about  ten  days 
apart,  and  designed  to  pull  the  desired  informa- 
tion. They  seldom  'pulled'  very  strong. 

"The  day  following  the  shipment  of  the  new 
lines  we  mailed  letters  to  all  our  dealers  to  the 
effect  that  the  new  lines  were  on  the  way  and 
to  be  on  the  lookout  for  them.  A  short  sales 
talk  regarding  the  merit  of  the  line  was  in- 
corporated in  the  letters.  Nothing  was  said 
about  acknowledging  receipt  of  the  samples  as 
this  was  left  to  the  enclosure  that  accompanied 
each  letter. 

"The  enclosures  were  printed  on  two  colors 
.  .  .  and  folded  through  the  center.  Upon 
opening  the  enclosure  the  talk  read  as  follows: 


INTENSIVE  SELLING 


43 


'Just  fill  out  the  attached  stamped  card,  detach 
it  and  mail  it  to  us,  for  it  signifies  that  you 
have  received  our  samples  in  good  condition. 
If  the  express  company  has  failed  to  effect 
delivery,  then  we  are  just  as  anxious  to  know  it 
in  order  that  we  may  send  tracer  and  locate 
the  outfit  for  you  and  place  it  in  your  hands 
promptly.'  A  stamped  return  postcard,  prop- 
erly worded  for  convenient  reply,  was  attached. 

"Within  two  weeks  after  the  lines  had  been 
shipped,  1,100  cards  came  back  and  they  con- 
stituted much  valuable  information.  Some 
dealers  expressed  themselves  as  satisfied  with 
the  line,  others  found  the  prices  too  high,  or 
the  fabrics  unsuited  for  their  section  of  the 
country.  Others  said  they  could  not  use  the 
samples  and  were  returning  them.  Others 
stated  the  express  company  had  not  effected 
delivery.  Out  of  2,100,  1,100  dealers  said 
something,  and  the  52  per  cent  of  replies  gave 
the  house  something  to  work  on. 

"A  card  accompanying  the  first  follow-up 
brought  15  per  cent  returns  on  1,000  letters. 

"For  a  month  we  slipped  an  enclosure  into 
every  envelope  that  left  our  establishment.  It 
advertised  extra  trousers  with  suits.  Extra 
trousers  business  picked  up  7*/2  per  cent."1 

It  is  generally  accepted,  in  theory,  that 
a  short  letter  has  a  better  chance  for 

lThe  Mail  Bag:  "Gauging  the  Effectiveness  of  Envelope 
Enclosures,"  by  Wm.  H.  Herring. 


Stimulating  sales 
of  a  product  7l/2% 
through  an 
enclosure 


If  you  are  buying  Commercial 
Paper  at  the  present  rate*,  thii 
letter  will  be  of  inlerwl 


A  form  of  enclosure  that  is  often  especially  effective  in  giving  a  pleasing 
personal  effect  to  form  letters  is  the  "Memo"  slip  on  which  a  message  is 
typewritten.  Simple  slips  of  stock  on  which  a  printed  statement  appears  are 
often  used,  though  usually  less  effective. 


INTENSIVE  SELLING 


Short  letter  safer 
than  long  letter 


Short  letters  de- 
voted to  arousing 
interest — details 
in  enclosures 


commanding  attention  than  a  long  letter, 
since  less  effort  is  required  to  read  it. 
Therefore,  to  gain  attention,  it  is  advis- 
able to  seek  to  make  letters  as  brief  as 
practicable — and  still  to  tell  the  story. 

"...  the  mailing  consists  of  a  perfectly 
processed,  three-line  letter  designed  to  secure 
the  reading  of  an  enclosed  booklet,  which,  by 
the  way,  is  the  function  of  most  replying-to-in- 
quiries  letters.  The  trouble  with  so  many  ad- 
vertisers is  that  they  insist  on  putting  into  the 
letter  a  lot  of  copy  which  belongs  in  the  en- 
closure, with  the  attendant  annoyance  that  both 
the  letter  and  enclosures  lose  efficiency."1 

A  manufacturer  of  machinery  special- 
ties found  that  it  took  a  long  letter  to  tell 
his  story  convincingly.  The  percentage 
of  inquiries  from  the  necessarily  long 
letters  was  small  to  what  he  believed 
it  should  be,  judging  from  past  experi- 
ence. It  was  his  experience  in  selling 
another  product  that  his  class  of  pros- 
pects read  a  short  letter  more  readily 
than  they  read  a  long  letter,  and  that  a 
short  letter,  to  his  trade,  pulled  a  ma- 
terially higher  percentage  of  replies. 

He  had  a  series  of  enclosures  pre- 
pared, illustrating  his  products  with  half- 
tones, and  fully  describing  the  applica- 
tion of  the  product  to  the  particular  line 
of  business  to  which  he  was  appealing. 
Making  use  of  these  enclosures  to  carry 
the  details  of  his  proposition,  he  was 
enabled  to  cut  down  his  letters  to  mere 
interest-arousing  introductions  planned 
to  secure  audiences  for  his  enclosures. 
The  percentage  of  returns  from  this 
series  of  mailings  was  more  satisfactory. 

^Postage:    "In  the  Day's  Mail."  by  Louis  Victor  Eytinge. 


INTENSIVE  SELLING 


Double  spaced  letters  always  pulled  bet- 
ter returns  for  this  manufacturer  than 
single  spaced  letters. 

The  enclosures  prepared  for  this  pur- 
pose were  used  to  advantage  also,  in 
many  other  ways.  They  were  used  in 
lieu  of  the  catalogue,  distributed  in  out- 
going envelopes,  handed  out  by  salesmen 
and  agents,  supplied  to  jobbers  for  dis- 
tribution, distributed  at  the  business 
show,  supplied  to  dealers  to  distribute. 

"It  is  generally  believed  that  short  letters  are 
more  effective,  when  it  is  possible  to  make  them 
tell  the  whole  story,  than  long  letters.  It  is 
conceded  that  the  chances  for  reading  are  bet- 
ter. By  using  enclosures  in  connection  with 
letters,  to  relieve  the  letters  of  details  and 
facts,  permits  the  letters  to  be  devoted  to  the 
single  demand  of  gaining  attention.  Frequently 
the  facts  of  the  proposition  can  be  set  forth 
more  effectively  in  printed  display  which  en- 
closures make  possible."1 

"For  any  form  of  solicitation,  letters  re- 
lieved and  backed  by  enclosures,  get  your  prop- 
osition deeper  into  your  list  than  letters  tell- 
ing your  whole  story  alone. 

"Beware  long  letters !  They  scare  readers 
away.  If  they  can  be  shortened  they  should 
pull  better  results.  Enclosures  make  this  pos- 
sible."2 

"The  enclosure  should  complement  the  letter. 
The  entire  communication  should  be  made  one 
harmonious  whole.  Repetition  in  the  form  let- 
ter of  points  fully  developed  in  the  printed 
matter  should  be  avoided,  except  in  rare  cases 
where  the  letter  may  swiftly  touch  on  a  few  of 
the  salient  points  brought  out  in  the  enclosures. 
In  the  main,  the  object  of  the  letter  should  be 
to  direct  attention  to  the  enclosure  containing 

lHomer  J.  Buckley,  address  "Letter  Advertising"  at  Mil- 
waukee. 

*P»staft:  "Influencing  Sales  through  Envelope  Enclos- 
ures," by  Flint  McNaughton. 


Advantage  should 
be  taken  of  many 
ways  of  dis- 
tribution 


Authorities 
advocate  short 
letters  and 
supplementary 
enclosures 


46 


INTENSIVE  SELLING 


Enclosures 
accompanying 
letters  pulled 
better  returns  than 
letters  alone 


Winning  pros- 
pect's interest 
in  other  lines 
through 
enclosures 


the  selling  talk,  or  the  important  features  of 
the  communication."1 

By  using  enclosures  to  convey  the  de- 
tails— to  supplement  the  letters — it  is 
possible  to  relieve  the  letters  of  details 
that  can  be  carried  in  enclosures,  and 
effort  in  the  letters  can  be  directed  to 
arousing  interest  in  the  reader. 

"Follow-up  letters  accompanied  by  circulars 
or  booklets  brought  more  sales  than  those  that 
were  not  backed  by  printed  details  of  the  offer. 
A  distinctive  personal  sales  letter  with  a  pam- 
phlet containing  an  interesting  personal  story 
of  a  man  who  bothered  along  for  years  without 
buying  furniture  the  convenience  of  his  home 
required,  pulled  three  times  as  much  as  the  old- 
style  of  cold  argumentative,  impersonal  letter 
and  enclosure."2 

It  is  possible,  when  following  up  a 
prospect  who  has  expressed  interest  in 
any  given  product,  to  interest  him  in 
other  products  or  allied  lines,  supplies 
or  services,  by  distributing  enclosures 
attractively  describing  other  products. 

Enclosures  used  in  connection  with 
form  letters  make  possible  increased 
effectiveness  of  the  mailings.  A  medi- 
ocre sales  letter  is  frequently  strength- 
ened to  the  result-getting  point  by  a 
clever  enclosure. 

"It  is  essential  (in  reaching  the  dealers)  to 
always  enclose  a  small  descriptive  circular  of 
the  article  concerned  in  your  letter.  This  fur- 
nishes necessary  details  to  the  interested 
reader. 

"When  possible,  enclose,  too,  a  sample  of 
the  material  or  workmanship  offered  for  sale. 

^Postage:  "Increasing  Sales  through  Envelope  Enclosures." 
by  Flint  McNaughton. 

*Syslem:     "In  the  Day's  Mail." 


INTENSIVE  SELLING 

This  is  one  of  the  best  possible  attention-get- 
ters and  interest-arousers.  It  is  a  natural  law 
that  the  impression  made  is  increased  in  pro- 
portion to  the  number  of  senses  favorably  ap- 
pealed to.  As  an  instance,  a  ground  sample 
of  grain  is  sent  with  a  letter  on  grinders,  ap- 
pealing to  the  sense  of  sight  and  touch.  The 
letter  in  which  we  first  used  these  samples 
brought  us  more  orders  and  new  dealers  than 
any  plan  previously  tried  out."1 

A  financial  house,  sending  out  form 
letters  to  lists  of  prospects  whose  names 
were  recommended  as  possible  buyers  of 
stock  by  stockholders  of  the  company, 
found  it  advantageous  to  mention  the 
name  of  the  individual  who  had  sug- 
gested the  prospect's  name  in  making  a 
point  of  contact.  Since  the  letters  were 
reproduced  on  a  letter  duplicating  ma- 
chine, and  not  individually  typewritten, 
it  was  not  found  convenient  to  insert 
the  name  of  the  individual  in  the  letter 
at  the  time  of  filling  in.  The  filled  in 
name  often  failed  to  register  properly 
and  there  was  often  a  variation  in  rib- 
bon match  that  was  negative. 

In  order  to  take  advantage  of  the  name 

^Printers'  Ink:     "Good  Enclosures  in  Form  Letters,"  by 
H.  I.  Wildenberg. 


Make  appeal  real 
by  enclosing 
sample  of 
advertised  goods 


How  a  bond  house 
registered  a 
valuable  personal 
effect  through  an 
enclosure  with 
a  letter 


If  YOU  USE  ANY  UNO 
OF  SHIPPING  CASES.  LET 
US  FIGURE  WTTH  YOU. 

IF  YOU  DO  NOT.  PLEASE 
TEU.  US  ON  THIS  CARD 
AND  WE  WILL  NOT  TAKE 
ANY  MORE  OF  YOUR 
TIME. 


When  advertisers  send  out  stamped  return  envelopes  or  postal  cards  it  is 
best  to  have  a  slip  printed  and  attach  with  a  clip  to  the  return  mediums 
requesting  reply  whether  interested  or  not.  In  this  way  the  list  is  reduced 
and  definite  information  secured.  One  firm,  using  such  a  slip  on  return 
envelopes,  secured  about  nine  times  as  many  envelopes  back,  and  a  larger 
percentage  of  favorable  replies  was  received. 


INTENSIVE  SELLING 


A  test  showing 
effectiveness  of 
booklets  as 
enclosures  with 
letters 


Fewer  enclosures 
used  better 
chances  of  results 


of  the  friend  who  suggested  the  pros- 
pect's name,  a  slip  was  provided,  about 
one  by  three  inches  in  size,  and  tipped 
on  the  margin  of  the  letter.  The  slip 
bore  the  following  wording:  "This  let- 
ter, outlining  a  safe  and  especially  at- 
tractive investment,  with  five  years 
allowed  for  payment  of  stock,  is  sent 

you  at  the  suggestion  of 

(name  of  individual  who  suggested  pros- 
pect's name  typewritten  in).  This  slip 
was  of  a  contrasting  color  to  the  letter- 
head and  immediately  attracted  the  eye 
of  the  recipient. 

The  experiences  of  many  advertisers 
indicate  that  the  booklet  is  especially 
effective,  when  used  as  an  enclosure  in 
connection  with  letters.  In  one  reported 
test  a  letter  enclosing  a  booklet  pulled  7% 
better  returns  than  a  letter  alone.  This 
test  is  described  as  follows : 

"In  one  case  a  concern  sent  out  4.000  letters 
in  four  test  lots  of  1.000  each.  All  details  of 
the  tests  were  similar  except  the  enclosures. 
A  return  postcard  went  with  each  letter.  With 
the  first  thousand  letters  a  booklet  was  en- 
closed. In  the  second  lot  of  letters  a  folded 
circular  was  the  enclosure.  Several  leaflet- 
were  enclosed  in  the  third  lot.  No  enclosure 
went  with  the  fourth  letter  except  the  return 
postcard.  Results  reported :  The  booklet  let- 
ter pulled  15%,  the  letter  with  the  circulars 
13%,  the  letters  with  the  several  leaflets  about 
12%  and  the  letters  with  no  enclosure  other 
than  the  return  postcard  pulled  8%.  These 
results  compare  with  similar  tests."1 

This,  and  other  similar  demonstrations 
prove  the  value  of  strong,  well-prepared 
booklets  as  enclosures,  and  indicate  that 
the!  fewer  enclosures  used  in  a  letter,  the 

'Schulte:     "Making  Letten  Pay  System." 


INTENSIVE  SELLING 


49 


more  attention  the  enclosure  portion  of 
the  mailing  receives. 

Probably  the  reason  for  this  is  that  a 
booklet  is  usually  more  impressive  and 
has  less  of  the  negative  qualities  of  an 
advertisement  than  a  folded  circular.  Its 
bound  form  makes  it  compact,  easy  to 
read,  to  handle  and  file  away.  Its  suc- 
cession of  pages  can  be  made  to  lead 
the  prospect  on  with  increasing  interest 
for  further  information  and  to  deliver 
the  selling  facts  of  the  proposition  before 
he  gets  to  the  price  factor  in  the  back  of 
the  book.  In  the  folded  circular,  the 
whole  story  is  necessarily  laid  before  the 
reader's  eye,  and  much  of  the  interest- 
winning  copy  is  skipped  through  curios- 
ity to  see  the  price  of  the  advertised 
product.  The  booklet  is  adapted  to  car- 
rying either  a  short  message,  in  large 
type  on  eight  pages,  or  carrying  many 
pages  of  information  in  type  and  illus- 
trations. 

In  the  case  of  the  letter  sent  alone,  it 
seems  that  there  is  often  not  enough 
space  in  the  letter  to  arouse  interest  in 
the  proposition.  When  the  attempt  is 
made  to  give  necessary  details  of  a  prop- 
osition in  a  letter  the  letter  becomes  so 
long  as  to  discourage  reading. 

While  tests  can  be  referred  to  as 
guides,  it  must  be  remembered  that  each 
selling  proposition  has  its  own  peculiar 
features;  and  results  that  apply  to  the 
selling  conditions  of  one  firm  may  not 
apply  to  those  of  another  concern. 
Every  advertiser  should  carefully  test 
out  enclosures  of  different  types  in  con- 
nection with  letters,  just  as  letters  are 


Why  booklets  pull 
better  than  folded 
enclosures 


Letters  alone 
must  be  too  long 


Every  sales 
problem  demands 
its  own  test 


50 


INTENSIVE  SELLING 


One  enclosure 
usually  best — 
many  poor  policy 


"Stuffing"  of 
envelope  should 
be  avoided 


tested  out  against  one  another  to  ascer- 
tain relative  selling  values. 

It  is  frequently  found  that  five  or  six 
enclosures  are  inserted,  with  the  letter, 
in  a  single  envelope — the  idea  being  evi- 
dently, if  there  be  any  idea  behind  the 
"stuffing"  of  an  envelope — that  the  ad- 
vertising value  of  enclosures  is  small  and 
six  enclosures  in  one  envelope  will  stand 
a  six  to  one  chance  of  scoring  a  sales 
thought.  Quite  the  reverse;  a  number 
of  enclosures  in  a  single  envelope  con- 
fuse the  reader.  He  sees  at  once  that 
the  envelope  contains  a  promiscuous  ad- 
vertisement and  a  large  percent  of  the 
enclosures  go  directly  into  discard — un- 
less they  be  exceptional  in  character. 
And  where  exceptionally  attractive  en- 
closures are  distributed  it  will  seldom 
occur  that  more  than  one  is  placed  in 
each  envelope. 

This  "stuffing"  of  envelopes  has  done 
much  to  cast  the  real  selling  value  of 
enclosures  in  bad  repute. 

"One  enclosure  to  a  letter  is  enough.  Peo- 
ple often  say  that  the  enclosure  detracts  from 
the  letter  itself.  I  believe  this  may  be  so  if 
there  are  too  many,  but  one  neat,  compact 
capsule  of  selling  microbes  will  aid  your  let- 
ters."1 

"The  temptation  to  crowd  the  envelope  full 
of  miscellany  is  ever  present.  In  our  eager- 
ness to  persuade  the  prospect  we  credit  him 
with  too  much  indulgence  for  our  proposition 
and  for  our  presentation  of  it  If  we  were 
to  lay  down  a  hard  and  fast  rule  with  respect 
to  enclosures  in  form  letters  it  would  be : 
'Enclose  only  the  bare  necessaries;  rather  too 
few  papers  than  too  many.'  "2 
"James  Wallin,  Address  at  Buffalo  Ad  Club. 

1 'Judicious  Advertising:       "Uncle  Sam: — Assistant   Sales 
Manager."  by  Tim  Thrift. 


INTENSIVE  SELLING 


51 


In  all  direct  advertising  the  greatest 
care  should  be  given  to  details :  the  view- 
point of  the  other  man  should  always 
be  kept  in  mind.  One  of  the  secrets  of 
success  in  the  use  of  letter  enclosures 
is  the  placing  of  the  enclosure  in  the 
envelope  in  such  a  manner  as  to  arouse 
the  greatest  curiosity  and  attention  on  the 
part  of  the  reader. 

The  enclosure  should  be  placed  inside 
the  folded  letter,  and  the  letter  should  be 
folded,  blank  side  out.  When  the  envel- 
ope is  opened  and  the  letter  is  taken  out 
the  blank  side  of  the  letter  will  be  seen 
first.  It  will  be  necessary  for  the  recip- 
ient to  open  the  letter  to  see  who  it  is 
from  and  what  it  is  about.  This  gives  the 
impression  of  the  personal  appeal  to  the 
letter,  whether  it  is  a  specially  written 
letter  or  a  form  letter.  The  enclosure 
would  not  be  seen  until  the  letter  was 
opened.  Were  the  enclosure  not  hidden 
within  the  folded  letter,  the  recipient 
would  see  the  enclosure  first  and  he 


nil;-  1st  »  h.». 


Proper  manner 
for  placing 
enclosures  in 
envelopes 


Letter  should  be 
seen  first — then 
enclosure — then 
the  "come-back" 
device 


This  note  from  the  President  to 
the  Sales  Manager,  is  reproduced  by 
the  Sales  Manager  and  distributed 
with  a  letter  to  a  list  of  old  cus- 
tomers. This  plan  is  used  fre- 
quently to  reach  such  lists  from  a 
different  angle  and  when  well  handled 
results  are  invariably  satisfactory. 


INTENSIVE  SELLING 


One  thing  at  a 
time  to  engage 
prospect's 
attention 


Evidence 
enclosures  are 
seen  by  the 
interested 
individual 


77%  business 
men  look  over 
mail  personally 


would  get  the  impression  of  the  appeal  be- 
ing an  advertisement. 

When  the  recipient's  mind  is  centered 
on  the  letter,  he  glances  through  that 
first:  then  he  finds  further  details  as  to 
the  proposition  in  the  enclosure;  and 
finally,  placed  inside  of  this,  he  finds  the 
return  postcard  or  order  blank.  The  se- 
quence of  the  items  in  the  mailing  are 
such  that  the  prospect  is  led  on  by  nat- 
ural stages  to  the  point  of  acting,  and  the 
results  are  better. 

It  is  regarded  as  certain  that  a  large 
percent  of  enclosures  accompanying  let- 
ters— even  when  addressed  to  large  firms 
— reach  the  desks  and  are  given  attention 
by  the  individuals  whom  it  is  desired  to 
influence.  .Careful  tests  indicate  that  the 
present  tendency  is  to  have  all  incoming 
mail  received  at  a  mailing  desk.  Of  the 
representative  firms,  large  and  small,  who 
form  the  basis  of  one  investigation,  43% 
are  found  to  receive  mail  through  a  mail- 
ing department:  57%  do  not.  At  these 
desks,  in  eighty-one  cases  out  of  a  hun- 
dred mail  was  opened  before  being  dis- 
tributed. In  95%  of  the  cases  it  was 
sent  to  the  proper  department.  When 
enclosures  were  sent  with  form  letters 
90%  attached  them  to  the  form  letter, 
which  was  then  forwarded  to  the  indi- 
vidual who  should  receive  it.  It  was 
estimated  that  97%  of  the  firms  looked 
at  the  advertising  mail  to  see  what  was 
offered.  About  77%  of  the  individuals 
who  were  in  position  to  pass  on  the  adver- 
tised propositions  looked  over  their  mail 
personally. 


INTENSIVE  SELLING 


53 


As  a  visible  reminder  to  enclose  liter- 
ature with  letters  small  gummed  slips 
are  often  employed,  on  which  the  word 
"Enclosure"  appears.  The  stenographer 
finds  the  placing  of  this  slip  on  the  letter 
a  helpful  reminder,  as  well  as  does  the 
individual  who  signs  the  letter.  Fre- 
quently the  number  of  enclosures  to  be 
enclosed  is  noted  on  the  slip.  The  recipi- 
ent of  the  letter  is  impressed  by  this 
little  token  of  convenience. 

Frequently  such  slips  are  used  to  give 
especial  impressiveness  to  enclosures.  A 
strong  personal  effect  is  produced  when 
the  "enclosure"  slips  are  used  to  attach 
the  enclosure  to  the  letter.  On  a  test, 
an  advertiser  received  over  twice  as 
many  replies  from  letters  to  which  en- 
closed leaflets  were  carefully  tipped  by 
an  enclosure  sticker  to  the  letter,  as  was 
produced  from  the  same  letter  when  the 
enclosures  were  placed  in  the  envelopes 
loose. 

It  is  frequently  a  problem  with  many 
manufacturers  as  to  how  to  place  their 
proposition  before  purchasing  agents  in 
a  brief  way  and  yet  provide  all  the  facts 
in  a  conspicuous  and  effective  manner. 
How  one  manufacturer  solves  this  prob- 
lem in  a  satisfactory  way  is  described  in 
this  excerpt: 

"A  considerable  amount  of  data  necessarily 
accompanies  the  short  sales  letters  of  one 
manufacturing  concern.  This  they  supply  on  a 
second  sheet  that  is  enclosed  with  the  letter. 

"To  make  sure  of  getting  attention  for  this 
sheet,  they  have  made  it  about  a  quarter  of  an 
inch  longer  and  wider  than  the  other.  The 
letterhead  has  a  two-inch  border  of  orange, 


Method  for 
insuring  against 
neglect  to  insert 
enclosures 
with  letters 


Attaching 
enclosures  adds 
impressiveness 


Making  data 
accompanying 
letter  especially 
conspicuous 


54  INTENSIVE  SELLING 


the  enclosure  a  three-inch  border  of  slightly 
darker  shade.  When  the  letters  are  opened, 
pinned  together  and  placed  on  the  purchasing 
agent's  desk,  he  can  not  miss  the  prominently 
overlapping  under  sheet."1 

^System:     "Wrong  Methods  Made  Right." 


PART  FOUR 

SALES  INFLUENCING  POSSIBILITIES  OF 
INSERTS  IN  PACKAGES 


Inserts  advertising  products,  throwing 
sidelights  on  the  policy  of  the  house  or 
carrying  information  likely  to  be  of  value 
to  customers  or  dealers  is  given  direct 
and  wide  circulation  in  cartons,  packages 
or  boxes  carrying  goods.  An  enormous 
distribution  of  sales-influencing  litera- 
ture may  be  secured  in  this  way. 

"There  is  a  place  for  an  insert  in  practically 
every  package.  They  can  be  put  inside  the 
package,  or  inside  the  wrapper,  and  they  can 
be  attached  to  the  can  or  the  package  on  the 
outside.  The  commodity  does  not  have  to  be 
in  a  package.  Several  piano  houses  put  book- 
lets in  their  pianos  when  they  go  out,  attaching 
them  to  one  of  the  little  knobs  over  the  key- 
board."1 

The  conditions  peculiar  to  different 
lines  of  business  vary  so  greatly  that  no 
accurate  estimate  can  be  made  as  to  the 
value  of  package  enclosures,  but  there  is 
ample  evidence  to  show  that,  in  most 
lines  of  business,  where  proper  thought 
and  attention  is  given  to  the  subject, 
advertising  through  enclosures  with  good 
package  inserts  is  profitable. 

Advertising  through  package  inserts, 
for  the  manufacturer  and  the  whole- 
saler, can  be  divided  into  two  classifica- 
tions : 

iA.  H.   Billstein:     Address — "Direct  Advertising  for  the 
Jobber."  at  A.  A.  C.  of  W.  at  Chicago. 


Valuable  publicity 
through  inserts 
in  packages 


Two  objectives 
for  package 
enclosures 


56 


INTENSIVE  SELLING 


Package  inserts 
seen  when 
package  is 
opened 


Opportunity  for 
creation  of  new 
business 


1 :  Inslips  placed  in  or  with  cartons  or  pack- 
ages or  attached  to  the  goods  designed 
for  the  consumer. 

2 :  Inslips  in  packed  boxes  designed  for  the 
retailer. 

Where  goods  are  sold  in  volume, 
through  local  dealers  such  as  drug  stores 
or  grocers  or  in  packages  to  the  con- 
sumer, there  is  a  possibility  for  valuable 
general  publicity  through  enclosures  or 
package  inserts. 

It  is  not  to  be  questioned  that  package 
enclosures  get  attention  from  a  large 
per  cent  of  consumers  reached.  It  may 
be  assumed  that  the  consumer  is  favor- 
ably minded  since  she  has  bought  the 
packaged  product  put  out  by  the  house. 
The  package  is  opened  in  the  customer's 
home — usually  at  an  opportune  time.  At 
this  opportune  time,  as  the  customer 
opens  the  package,  the  insert  has  its  audi- 
ence. 

The  best  results  in  package  insert  ad- 
vertising are  probably  secured  from  ad- 
vertising an  allied  product  to  that  which 
the  literature  accompanies.  It  is  rea- 
sonable to  assume  that  a  man  who  buys 
a  special  brand  of  India  ink,  which 
gives  satisfaction,  would  be  favorably 
inclined  towards  art  materials  sold  by 
the  house.  Through  package  enclosures 
this  suggestion  may  be  presented  at  a 
psychological  time  and  the  way  be  paved 
for  an  inquiry  or  a  request  for  the  goods 
from  a  local  dealer. 

Manufacturers  of  tooth  paste  wrap 
inserts  around  the  tubes,  calling  attention 
to  other  dental  preparations  manufac- 


INTENSIVE  SELLING 


57 


tured  by  the  house.  Frequently  a  return 
postcard  is  included  among  the  inserts, 
with  a  suggestion  that  names  and  ad- 
dresses of  friends  who  might  be  inter- 
ested in  receiving  samples  of  the  product 
be  written  in  the  spaces  provided  and 
sent  to  the  advertiser. 

Careful  attention  should  be  given  to 
the  character  of  distribution  of  products, 
and  wherever  practical,  carefully  de- 
signed enclosures,  hooked  to  some  sales 
idea,  should  be  inserted  with  the  goods 
or  attached  in  some  way  to  the  goods. 
This  literature,  reaching  interested  peo- 
ple, is  a  source  of  general  advertising 
value,  and,  if  a  suitable  "come-back" 
scheme  is  arranged,  produces  business 
direct. 

There  are  numerous  examples  of  re- 
markable results  achieved  through  pack- 
age inserts.  Products  have  been  mar- 
keted entirely  through  the  influence  of 


Methods  used  in 
placing  insert 
in  package 


Examples  of  what 
package  inserts 
have  accomplished 


SULZER'S 

RAISIN   BREAD 


Carl  SuTiTr,  Bak.r 


Typical  package  inserts.  Cartons  and  containers  going  to  consumers  afford 
a  valuable  channel  for  distribution  for  sales  literature.  Various  appeals  can 
be  made  in  such  literature,  as  outlined  on  other  pages. 


58 


INTENSIVE  SELLING 


enclosures,  stocks  of  goods  have  been 
moved  at  low  cost,  sales  stimulated  on 
lagging  lines. 

"...  a  small  wholesaler  in  Pennsylvania 
was  induced  to  put  out  a  package  coffee  some 
years  ago.  There  was  nothing  fancy  about  the 
package — only  a  plain  folding  box — but  in  the 
course  of  five  years  or  so  his  sales  increased 
from  100,000  to  600,000  packages  a  year. 

New  products  put  "Now  this  wholesaler  had  a  grade  of  rice 

out  as  package  which  he  wanted  to  market  in  packages,  but 

enclosure  tne  dealers  would  have  none  of  it.    Bulk  rice 

was  good  enough  for  them,  and  the  profit  was 
a  little  better  according  to  their  methods  of 
figuring  profits.  The  rice  did  not  move  until 
the  wholesaler  bethought  himself  of  the  600,- 
000  package  circulation  of  his  coffee.  At  the 
cost  of  about  twenty  cents  a  thousand,  he  af- 
fixed to  his  coffee  package  some  bright  col- 
ored stickers  advertising  the  rice.  A  few 
dealers  kicked,  and  some  threatened  to  throw 
out  the  coffee ;  but  since  the  brand  was  pretty 
well  established  in  the  territory,  there  was  not 
much  danger  of  that.  The  sales  of  the  rice 
increased  fifty  per  cent  in  a  single  month,  and 
the  recalcitrant  dealers  gradually  fell  into  line. 
Today  the  wholesaler  has  a  whole  flock  of 
package  goods  under  his  private  brand,  and  is 
thoroughly  converted  to  the  package  idea."1 

"...  A  manufacturer  of  heel  plates  sold  a 
laree  order  to  a  big  mail  order  house.  The 
heel  plates  were  put  up  in  small  packages,  with 
some  attractive  advertising  on  the  packages. 
The  heel  plates  were  apparently  broadly  dis- 
tributed in  their  original  packages  by  the  mail 
order  house,  and  now  the  manufacturer  is  get- 
ting direct  orders  for  small  lots  from  many 
different  parts  of  the  country.  They  come 
from  retailers,  and  jobbers,  too;  evidently, 
after  getting  the  first  lot  from  the  mail  order 
house  the  purchaser  has  gone  to  the  local 
dealer.  Result— mail  order  dealer  has  created 
trade  for  local  merchant."2 

^Printers'  Ink:      "The  Little  Schoolmaster's  Classroom." 
iPrintrrs'  Ink:     "The  Little  Schoolmaster's  Classroom." 


INTENSIVE  SELLING 


Here's  proof 
that  I'm  a  live  wire 


One  of  the  important  requirements  of  the  advertising  and  sales  manager, 
is  to  get  lists  of  consumer  prospects  from  dealers  in  order;  that  dealer-aid 
literature  may  be  sent  direct  to  the  consumer  with  the  suggestion  made  that 
the  consumer  call  at  the  dealer's  store.  The  reproductions  on  this  page  are 
typical  of  the  carefully-thought-out  forms  that  are  getting  advertisers  best 
results. 


60 


INTENSIVE  SELLING 


Winning  jobbers 
through  post- 
cards distributed 
in  dealer 
shipments 


Securing  names 
of  dealers' 
wholesalers 


Details  of  plan 


A  manufacturer  of  toilet  articles 
secured  active  jobber  cooperation  in  a 
field  generally  regarded  as  difficult, 
through  the  use  of  return  postcards  with 
goods  sent  to  dealers, 

"Let  us  suppose  that  we  are  manufacturers 
of  toilet  requisites,  that  we  are  following  the 
usual  trade  channels  of  distribution  to  the 
dealer,  through  the  jobber,  and  that  we  wish 
to  secure  inquiries  for  prices  or  possibly  for 
samples. 

"Select  the  specialty  in  the  line  which  has 
achieved  the  largest  sale  and  enclose  with 
each  unit — half  dozen,  dozen  or  gross  pack- 
ages— a  postcard.  This  card  can  be  made  to 
show  the  dealer  the  extent  of  the  line  or  it 
can  illustrate  and  describe  a  few  specialties,  or 
it  can  be  used  to  secure  requests  for  catalogs 
and  prices.  In  fact  there  are  any  number  of 
purposes  to  which  a  card  like  this  can  be  put. 

"The  main  essential  is  to  secure  from  the 
dealer  his  wholesaler's  name  so  that  the  inquiry 
can  be  properly  referred  to  and  the  jobber's 
help  enlisted  in  securing  the  business.  Re- 
tailer's names  thus  secured  are  of  much  value 
to  the  manufacturer  because  they  show  him 
where  his  goods  are  going,  and  can  be  entered 
for  future  mailings  of  literature. 

"When  the  card  is  received  from  the  dealer, 
catalog  and  information  are  promptly  for- 
warded and  record  made. 

"To  the  jobber  a  letter  similar  to  the  follow- 
ing is  mailed : 

"  'It  has  given  us  much  pleasure  to  forward 
to  one  of  your  customers  our  complete  catalog. 

'"We  believe  these  people  are  buying  Flor- 
ence "Keepclean"  Hair  Brushes  from  you  and 
we  want  them  to  see  for  thmselves  the  extent 
and  full  variety  of  the  "Keepclean"  line. 

"  'In  our  letter  we  have  explained  that  we 
expect  all  business  to  come  through  whole- 
saler, and  we  sincerely  trust  that  you  will 
arrange  to  take  care  of  their  wants  promptly. 


INTENSIVE  SELLING  61 

"  'In  sending  this  catalog  we  are  actuated 
only  by  a  desire  to  help  you  sell  our  brushes, 
and  from  time  to  time,  if  there  are  any  other 
people  to  whom  you  would  like  to  have  us  send 
this  book,  we  shall  be  glad  to  have  you  send 
us  their  names. 

"  'Yours  cooperatively, 
FLORENCE  MANUFACTURING  Co/ 

"These  inquiries,  reaching  the  jobber  in 
quantities,  after  the  plan  has  been  in  operation 
for  some  time,  furnish  him  practical  demon- 
stration that  the  manufacturer  is  trying  to 
cooperate  for  mutual  profit."1 

Manufacturers  have  repeatedly  hooked 
their  direct-by-mail  retailer  campaigns  up     Another  jobber- 
to  the  jobber  through  some  cooperative      winning  method 
phase  of  the  demand-creating  campaign. 

"A  manufacturer  of  egg-cases  faced  a  hard 
problem.  His  egg-cases  embodied  a  patented 
idea  which  had  practical  merit.  The  grocer 
could  deliver  his  customer's  eggs  in  this  case 
unbroken  at  less  cost  in  the  long  run  than  he 
could  by  using  the  cardboard  type  of  egg  con- 
tainers. While  the  first  cost  of  the  proposition 
was  higher  than  the  grocer  had  been  con- 
sidering, the  ultimate  saving  figured  favorably. 

"A  campaign  was  prepared  in  which  the 
egg  delivery  problem  of  the  grocer  was  ana- 
lyzed and  reduced  to  a  graphic  dollars  and 
cents  form.  Five  folders  were  built,  present- 
ing the  proposition  to  the  grocer  and  soliciting 
investigation.  Return  postcards  were  enclosed 
in  which  a  provisional  order  was  printed,  to  be 

^Printers  Ink:     "Prophylactic's  Way  of  Winning  Jobber 
Co-operation,"  by  Lewis  E.  Kingman. 


O  Tha  Cwific... 


CONFIDSNT1AL 


Swcfcl  M«fl*M  to  «•  VHOUSMI  I 


Making  use  of  cards  or  coupons  offering  prospects  special  invitations  or 
opportunities  is  an  effective  plan  of  advertising.  Retailers  issue  Introductory 
Coupons  to  customers  to  give  to  friends,  and  these  serve  to  bring  new  custom- 
ers into  the  store.  Such  coupons  frequently  offer  the  new  customer  the  privi- 
lege of  opening  charge  accounts. 


62 


INTENSIVE  SELLING 


Method  of 
getting  in  touch 
with  jobber 


Five  kinds  of 

package 

enclosures 


filled  in  and  signed.  Below  this  a  space  was 
left  for  the  name  and  address  of  the  grocer's 
jobber  to  be  filled  in. 

"Along  with  the  operation  of  this  direct 
grocer  campaign,  a  supplementary  campaign 
was  directed  at  jobbers,  seeking  to  win  their 
hearty  cooperation  in  pushing  the  proposition 
among  the  grocers.  Folders,  as  issued,  were 
sent  to  jobbers,  with  letters  explaining  the  plan 
and  asking  for  cooperation. 

"Lists  of  the  jobber's  salesmen  were  sought 
in  order  that  folders  and  letters,  as  issued, 
together  with  letters  describing  the  campaign, 
might  be  sent  to  them  at  their  homes.  Where 
such  lists  could  not  be  secured,  a  sufficient 
quantity  of  folders  was  sent  to  the  jobber's 
sales  manager  for  distribution  to  the  salesman. 
In  this  way  a  double  campaign  was  waged 
and  jobbers  were  influenced  by  the  adver- 
tising and  through  inquiries  to  push  the  egg- 
cases."1 

Package  inserts  can  be  divided  into 
five  general  classifications  of  application. 
These  classificatipns  overlap  each  other, 
and  other  classifications  can  undoubtedly 
be  found.  But  five  general  applications 
of  enclosures  in  connection  with  pack- 
ages, present  themselves  as  practical. 

1 :  Enclosures  designed  to  secure  re-orders 
or  induce  to  buy  goods. 

2:  To  give  directions  or  specific  informa- 
tion in  regard  to  goods. 

3 :  To  inspire  confidence,  gain  prestige  or 
develop  good  will. 

4 :  To  extend  patronage  by  securing  new 
customers  for  goods. 

5 :     To  build  up  a  mailing  list. 

The  quickest  results  may  be  looked  for 
in  package  enclosures  which  solicit  reor- 
ders. 

Many  of  the  most  effective  schemes 

>  Selling  Aid:     No.  1. 


INTENSIVE  SELLING 


63 


that  have  been  operated,  have  as  their 
basis  the  premium  coupon.  Vast  busi- 
nesses have  been  built  on  the  strength 
of  premiums. 

The  simplest  coupon  is  a  small  slip 
inserted  in  the  package  with  the  goods. 
An  example  of  this  type  of  premium  is 
found  in  the  well-known  coupons  issued 
by  the  United  Cigar  Stores. 

Sometimes  the  coupon  is  in  the  form 
of  a  check,  to  be  countersigned  and  cash- 
able as  a  check.  An  advantage  in  hav- 
ing the  coupon  take  this  form  is  that  it 
resembles  money — something  that  always 
creates  interest  at  sight. 

"A  baker  encloses  with  each  loaf  of  ten-cent 
bread  a  certificate.  Ten  of  these,  with  fifty 
cents  in  cash,  are  accepted  by  a  local  bank  as 
the  equivalent  of  one  dollar  for  the  opening  of 
an  account.  This  baker's  loaves  are  in  good 
demand."1 

Many  advertisers  place  their  coupons 
on  the  labels  or  wrappers  of  the  goods. 
There  is  advantage  in  this  in  the  display 
in  the  store:  on  the  other  hand,  the  en- 
closure that  is  placed  in  the  package  is 
more  effective  after  the  package  is  taken 
into  the  home  and  opened.  The  latter 
is  more  apt  to  be  retained  and  acted  on. 

Where  the  label  is  used  as  the  place 
for  the  coupon,  it  is  good  practice  to  use 
a  package  enclosure  on  the  inside  also: 
in  this  way  neither  opportunity  is  neg- 
lected. 

Coupons  are  frequently  attached  to 
premium  lists,  and  this  becomes  the 
package  enclosure.  There  is  practical 
advantage  in  this,  since  the  list  of  pre- 

iSystcm:     "In  the  Day's  Work." 


Coupons  and 
premiums 
effective  sales- 
builders 


How  coupons  are 
used — features 
that  influence 


Coupons  attached 
to  premium  lists 


INTENSIVE  SELLING 


Order  blanks  and 
return  postcards 
effective  package 
inserts 


A  scheme  used 
by  printers 


miums  pictured  and  described  on  the  en- 
closure shows  the  consumer  just  what  is 
offered :  the  coupons  attached  can  be  cut 
off  or  the  entire  list,  with  the  coupon 
attached,  returned.  Some  advertisers 
treat  the  list  as  a  coupon. 

In  place  of  coupons,  souvenirs  are 
often  used — pictures  of  actors  and  act- 
resses, pugilists,  movie  stars,  flags,  birds, 
score  cards. 

The  order  blank — especially  an  order 
blank  in  the  shape  of  a  return  postcard — 
is  used  as  a  package  insert  to  some  ex- 
tent. This  device  is  practical  where  the 
product  is  fairly  expensive  and  where 
the  goods  cannot  readily  be  secured 
locally. 

Printers  make  use  of  an  enclosure  idea 
in  securing  reorders  and  in  conveniencing 
customers.  An  attractive  label  is  pre- 
pared and  attached  to  one  small  package 
of  every  order  of  printing  delivered.  A 
typical  card,  illustrating  this  plan,  reads : 
"Open  this  package  last!  It  contains 
(space  for  memo  as  to  contents).  To 
avoid  delays,  please  sign  the  enclosed 
card  and  mail  it  at  once." 

Inside  this  package  is  enclosed  a 
stamped  return  postcard  addressed  to  the 
printer.  The  reverse  of  the  card  reads: 

"Duplicate   order.     Date 191 ... 

Please  duplicate  order  No for 

Remarks 

Signed "     This  assists 

in  making  it  easy  for  the  customer  to 
file  a  repeat  order  for  the  printing. 

Another  type  of  enclosure  is  the  in- 


INTENSIVE  SELLING 


65 


quiry  postcard,  through  which  inquiries, 
with  request  for  information,  can  be 
secured  from  the  customer.  Such  cards, 
sent  in,  furnish  leads  for  salesmen. 

...  this  house  sends  out  its  Paine's 
Satin  Finish  for  furniture  in  a  little  tin  box, 
enclosed  in  a  larger  paper  box.  The  article 
is  sold  by  hardware  stores,  sporting  goods 
houses,  furniture  dealers,  etc.  The  dealers  are 
reached  by  sampling,  and  the  interesting  thing 
about  the  insert  is  that  it  is  addressed  to  so 
many  different  kinds  of  dealers  and  customers, 
all  classified,  and  at  the  same  time,  made  to  do 
duty  as  an  introduction  of  the  sample.  Here 
is  the  way  it  approaches  the  dealer :  'Gentle- 
men :  We  wish  to  call  your  attention  to  the 
fact  that  we  have  at  this  moment  read  your 
enclosed  ad.  We  wish  to  ask  you  to  take  the 
same  time  in  reading  ours,  as  we  feel  that 
you  will  be  as  much  interested  as  ourselves, 
etc.' 


Postcards  for 
bringing  back 
inquiries 


Method  found 
successful  by  one 
manufacturer 


A  commonly  used  type  of  enclosure  is  the  familiar  coupon  or  premium 
slip.  Such  coupons  have  money  value  to  customers,  and  through  them  in- 
creased demand  and  favor  over  competitors  has  been  established  by  many 
advertisers.  The  United  Cigar  Stores  is  an  example  of  a  firm  which  has 
successfully  worked  the  premium  coupon  idea. 


66 


INTENSIVE  SELLING 


Logical  place  for 
instructions 


Receipt  books 
as  enclosures 
with  foodstuffs 


"When  this  box  is  used  in  sampling  by  the 
dealer  this  part  of  the  literature  is  checked  up, 
and  the  dealer's  ad,  which  had  been  cut  out 
of  the  local  paper,  is  wrapped  up  with  it  and 
enclosed  in  the  package.  They  say  of  the  plan  : 
'We  think  we  are  the  first  to  adopt  this  unique 
plan.  We  can  honestly  say  that  no  form  of 
advertising  has  given  us  the  same  results.  At 
least  40  per  cent  of  our  mail  orders  and  in- 
quiries are  from  this  source.'  "1 

The  logical  place  for  instructions  as  to 
how  to  operate  a  machine  or  how  to  cook 
a  cereal  or  how  to  properly  adjust  an 
article  is  in  the  package  with  the  article 
or  attached  to  the  goods,  so  that  when 
the  consumer  opens  up  the  package  and 
takes  out  the  goods,  full  information, 
directions  and  instruction  will  be  con- 
veniently at  hand. 

This  information  is  often  conveyed  in 
connection  with  foodstuffs  in  the  form 
of  receipt  books.  There  are  great  pos- 
sibilities in  good,  practical  receipt  books 
for  increasing  demand  for  foodstuffs, 
and  many  manufacturers  are  taking  ad- 
vantage of  this  condition. 

"Just  the  other  day  we  got  from  the  printers 
a  booklet  called  '61  Uses  for  Salt.'  These  it 
is  our  purpose  to  put  out  in  all  packages  for 
awhile.  The  idea  is  that  a  wide  distribution 
of  this  booklet  will  influence  quite  a  number 
of  people  to  use  salt  in  other  ways  than  to 
season  food,  thus  actually  increasing  the  con- 
sumption of  salt." 

In  referring  to  a  cook  book  issued  by 
his  company  the  advertising  manager  of 
a  baking  powder  concern  says : 

"...  We  consider  this  the  best  piece  of 
advertising  we  distribute,  because  it  is  some- 

iPrinters'  Ink:  "What  the  Insert  in  the  Package  can  do 
for  the  Advertiser,"  by  Chas  W.  Hurd. 


INTENSIVE  SELLING 


67 


Using  the 
package  insert 
to  call  attention 
to  other  products 


thing  a  woman  reads  and  refers  to  frequently      Cookbook 
and  keeps  on  file,  year  after  year,  with  her      regarded  as 
other  books  on  cooking  and  baking.    It  is  illus-      one  firm's  best 
trated  with  colortype  plates  showing  various      piece  of 
cakes,  biscuits  and  other  products  which  have      advertising 
been  made  with  Calumet  Baking  Powder.    The 
books  are  not  given  free  to  the  customer,  but 
are  sent  upon  receipt  of  a  slip  taken  from  a 
pound  can,  together  with  four  cents  in  stamps. 
The  books  are  also  used  by  the  house  to  house 
demonstrators,  who  give  them  to  housewives 
who  order  goods  at  the  time  of  demonstration. 

"It  is  worthy  of  notice  that  the  book  re- 
ferred to  does  not  cost  more  than  four  cents 
exclusive  of  the  labor  incidental  to  mailing, 
so,  in  addition  to  being  the  company's  best 
piece  of  advertising  its  first  cost  is  practically 
received  before  it  is  sent."1 

It  seems  to  be  the  custom  with  most 
manufacturers  to  seek  through  enclo- 
sures, to  interest  the  consumer  in  other 
products  made  by  the  company  than  the 
one  bought.  It  is  assumed  that  the  con- 
sumer is  "sold"  on  the  product  bought 
when  she  buys  it,  and  that  the  greatest 
value  in  the  package  in  slip  is  to  seek  to 
promote  interest  in  other  products. 

This  idea  is  contrary  to  the  judgment 
of  some  advertisers  who  seek  to  concen- 
trate attention  entirely  on  the  goods 
bought. 

"Since  we  make  but  one  article  we  tell  the      Making  the 
public  about  the  one,  and  from  our  experience      package 
we  do  not  believe  it  is  practical  or  sensible      enclosure  an 
to  divert  a  person's  mind  into  any  other  chan-      educational 
nel  or  any  other  article.    We  believe  that  ever-      medium 
lastingly  hammering  on  one  nail  brings  results. 
Our  'Dictionary'  shows  the  consumer  how  to 
use  this  oil,  and  its  many  uses  make  it  more 
quickly  consumed  and  re-orders  follow. 

"The  trouble  with  the  majority  of  consumers, 
they  do  not  think.  If  they  happen  to  buy  an  oil 

Printers'  Ink:     "Making  the  Catalog  Pay — III." 


68 


INTENSIVE  SELLING 


Package  inserts 
used  as  means  of 
developing 
prestige  and 
good  will  for 
advertiser 


for  bicycles  they  buy  Three-in-One'  Oil,  and 
they  would  not  think  of  using  it  for  anything 
else.  We  tell  them  how  to  use  oil,  hence  our 
business  has  been  brought  to  its  present  vol- 
ume by  educating  the  consumer."1 

One  manufacturer  of  biscuits  encloses 
in  every  package  of  its  biscuits  a  sample 
of  another  kind  of  biscuit.  The  sample 
is  enclosed  in  a  waxed  container  on 
which  suitable  explanatory  printed  mat- 
ter appears.  The  manufacturer  of  these 
biscuits  is  evidently  of  a  different  opin- 
ion from  the  manufacturer  of  the 
"Three-in-One"  Oil,  quoted  before,  as 
he  carries  the  distracting  element  about 
as  far  as  he  can  carry  it. 

Enclosures  in  packages  provide  a  val- 
uable distribution  for  general,  prestige- 
building  literature.  A  large  per  cent  of 
the  package  inslips  used  today  are  of  this 
type.  Their  value  in  producing  direct 
returns  is  small,  but  indirectly  they  un- 
doubtedly influence  consumers  and  pro- 
mote confidence  in  the  advertised  goods. 

A  firm  of  cigar  manufacturers  make 
use  of  this  type  of  package  insert  in 
their  reassuring  message  that  greets  the 
eye  of  the  consumer  when  the  lid  of  the 
box  is  opened.  The  insert  reads :  "Our 
Guarantee!  If  the  cigars  contained  in 
this  box  do  not  suit  your  taste  or  you  do 
not  think  they  are  the  best  cigars  you 
can  get  for  the  money,  we  want  them 
back.  If  necessary  we  will  send  to  your 
place  of  business  or  residence  for  them. 
United  Cigar  Stores  Company,  Inc." 

A  confectionery  manufacturer  in  New 

^Printers'  Ink:     "What  the  Insert  in  the  Package  can  do 
for  the  Advertiser,"  by  Chas.  W.  Hurd. 


INTENSIVE  SELLING 


York  seeks  to  build  up  prestige  and 
incite  reorders  by  enclosing  in  packages 
of  his  candies  a  handsome  slip  on  which 
the  following  message  is  set  forth :  "Our 
fondest  desire  is  that  you  will  be  pleased, 
both  with  the  assortment  and  with  the 
distinctive  quality  of  the  confection  in 
this  package;  that  your  thoughts  will  be 
such  as  to  lead  you  to  purchase  these 
dainties  again  and  thereby  seal  an  ever- 
lasting friendship  between  us." 

"If  you  buy  a  pound  of  candy  at  Loft's,  the 
house  of  'a-penny-a-pound-profit,'  you  will  re- 
ceive from  the  clerk  a  cash  slip  in  the  shape 
of  a  postcard,  3$4  by  2j4  inches,  imprinted  like 
this:  'H  (6)— 34— 0201  Jul  6  16.  This  is  your 
receipt.  If  for  any  reason  this  transaction  is 
unsatisfactory,  kindly  state  your  complaints 
below  and  mail  to  us.  (Space  for  complaints.) 
Please  sign  your  name  and  address.' 

"On  the  other  side  of  the  card  is  the  usual 
postcard  form,  addressed  to  Loft,  400  Broome 
Street,  New  York  City.  In  the  stamp  space 
appears  the  following :  'Attach  two-cent  stamp. 
Loft  refunds  postage.'  ...  It  is  difficult  to 
imagine  how  any  concern  could  go  further  to 
register  the  registering  of  complaints  without 
cost  and  with  the  minimum  of  trouble  to  the 
consumer,  or  to  prompt  customer-confidence."1 

The  publisher  of  a  business  book 
offered  a  five-day  examination  proposi- 

lPrinters'  Ink:     "Cash  Slips  to  get  Complaints." 


Examples  of  good 
will  building 
enclosures — using 
the  guarantee  as 
a  talking  point 


Minrice  I.  RottuchiU 


Examples  of  "good  will"  developing  enlosures.  These  enclosures  in  pack- 
ages impress  the  customer  with  the  policy  of  the  firm  to  give  satisfaction 
and  make  good  any  complaints  the  customer  may  have  to  make. 


70 


INTENSIVE  SELLING 


Securing  pros- 
pects through 
satisfied  cus- 
tomers— effective 
package  insert 
schemes 


Suggestion  made 
to  recommend 
goods  to  friends 


tion  to  those  who  signed  and  returned  a 
postcard.  When  the  book  was  delivered 
an  enclosure  was  placed  under  the  pack- 
ing. One  side  of  the  enclosure  read : 

"If  you  have  friends  who  you  think 
would  like  to  own  a  copy  of  this  book, 
fill  in  their  names  and  mailing  addresses 
on  the  other  side  and  mail  this  sheet  to 
us  with  your  remittance.  We  will  extend 
to  them  by  mail  the  courtesy  of  the  same 
approval  offer  we  have  made  you.  They 
will  no  doubt  appreciate  the  opportunity 
to  procure  this  useful  volume  on  the 
approval  plan  at  this  low  price.  Your 
name  will  not  be  mentioned  in  any  way 
unless  you  so  request." 

This  is  an  example  of  a  package  inslip 
designed  to  extend  patronage  by  procur- 
ing new  prospects  to  circularize.  This  is 
an  effective  way  to  procure  new  busi- 
ness for  many  lines  of  goods  such  as 
toilet  goods,  books  and  many  specialties 
sold  direct. 

There  are  two  possibilities  open  to  the 
advertiser  in  this  class  of  appeal:  new 
names  can  be  asked  for  or  the  request 
made  to  recommend  the  goods  to 
friends.  The  plan  of  asking  for  new 
names  to  appeal  to  direct  promises  spe 
cific  results,  whereas  the  benefit  from 
the  suggestion  to  pass  the  good  thing 
along  is  vague  and  direct  results  can 
seldom  be  traced. 

In  the  sale  of  higher  priced  products, 
where  the  sale  must  be  made  through 
a  follow-up  and  correspondence  and  per- 
sonal efforts,  enclosures  are  framed  to 
procure  names  of  people  who  are  logi- 


INTENSIVE  SELLING 


71 


cal  prospects  for  the  products,  and  these 
names  can  be  placed  on  the  mailing  list 
for  the  usual  follow-up.  This  method 
of  creating  business  through  enclosures 
is  used  to  advantage  by  many  firms.  The 
utility  of  this  plan  depends  upon  the 
product  and  the  conditions  under  which 
it  is  sold. 

The  Postmaster  General  has  ruled  that 
shippers  may  enclose  printed  matter  in 
parcel  post  packages,  provided  the  liter- 
ature is  descriptive  of  the  contents.  This 
means  that  packages  containing  descrip- 
tive circulars  will  not  be  subject  to  third 
class  rates  but  will  be  listed  as  parcel 
post  or  fourth  class  matter. 

The  manufacturer  who  sells  to  the 
dealer  has  an  opportunity  for  influencing 
the  retailer  through  literature  placed  in 
boxes  containing  consumer  cartons  or 
goods.  Since  it  is  frequently  the  case 
that  a  minor  employe  opens  the  boxes 
and  presumably  throws  the  literature 
aside  and  it  does  not  reach  the  attention 
of  the  dealer  or  any  one  of  buying  influ- 
ence, it  is  probable  that  package  inslip 
advertising  has  slight  sales  value  in  this 
channel.  However,  the  cost  of  this  form 
of  advertising  is  small  and  the  possible 
value  as  general  publicity  frequently 
makes  it  a  worth-while  investment. 
Where  there  is  an  appeal  to  be  directed 
to  the  dealer's  shipping  department,  in- 
structions as  to  the  handling  of  the  goods 
or  packing,  enclosures  in  boxes  are  ex- 
tremely valuable. 

Enclosures  serve  as  a  means  of  influ- 
encing retailer's  clerks  in  favor  of  the 


When  inserts 
can  be  enclosed 
in  parcel  post 
packages 


Influencing 
dealers  through 
package  inserts 


72 


INTENSIVE  SELLING 


advertiser's  products.  A  typical  example 
of  this  method  is  illustrated  by  the  fol- 
lowing : 

Plan  for  reaching  "Another  effective  little  stunt  used  by  the 

and  winning  company  consists  of  reaching  the  retail  clerks 

dealer's  clerks  in  the  stores  where  De  Vilbiss  goods  are  sold, 

through  package  Four-page  leaflets  are  enclosed  with  all  goods 

enclosures  shipped   from   the   factory — no  advertising   is 

sent  to  those  distributed  by  jobbers — the  mat- 
ter which  they  contain  being  written  with  the 
idea  of  stimulating  the  salesman  to  handle  the 
goods.  The  talks  are  along  practical  selling 
lines  and  the  De  Vilbiss  message  is  brought  in 
incidentally.  The  popularity  of  these  little 
talks  is  shown  by  the  requests  for  additional 
copies,  which  often  come  in  from  customers 
who  have  referred,  in  complimentary  language, 
to  the  stimulating  effect  of  the  suggestions."1 

*  Printers'  Ink:  "Some  Clinchers  of  Interest  in  recent  Dealer 
Literature,"  by  C.  D.  Grain,  Jr. 


PART  FIVE 

INTENSIVE   ENCLOSURE   PLANS  FOR  SUP- 
PLEMENTING HOUSE  ORGAN 
ADVERTISING 


The  periodical  circulation  of  house 
organs  permits  of  a  valuable  distribution 
for  "come-back"  and  other  enclosures 
throughout  a  carefully  selected  mailing 
list  of  logical  prospects  for  the  adver- 
tiser's services  or  products.  By  working 
out  attractive  "come-back"  devices  to 
supplement  house  organ  mailings  adver- 
tisers stimulate  direct  orders  and  ma- 
terially benefit  the  producing  value  of 
the  medium. 

Enclosures  distributed  in  house  organs 
can  be  made  to  advertise  special  products 
or  services  or  state  the  policy  of  the 
house.  Reference  can  be  made  to  special 
prices,  particular  offers,  demonstrations, 
or  refer  to  advertising  matter  or  dealer 
helps.  Frequently  the  subject  covered  in 
house-organ  distributed  enclosures  is  also 
referred  to  in  the  house  organ:  the  en- 
closures in  these  cases  are  unusually 
effective. 

Enclosure  ideas  can  be  hooked  up  to 
the  house  organ  advertising  to  splendid 
advantage — they  can  be  used  to  get  in- 
creased direct  returns  from  house  organ 
publicity — to  make  a  direct  point  of  con- 
tact with  individuals  on  the  list.  Fre- 
quently it  is  possible,  through  enclosures 
and  the  house  organ,  to  save  money  in 


House  organs 
afford  valuable 
distribution  for 
increased  sales 
through 
enclosures 


What  house  organ 
enclosures  can 
feature 


74 


INTENSIVE  SELLING 


Return  postcard 
practical  medium 
for  house  organ 
circulation 


"Comeback" 
devices  for 
bringing  direct 
returns  from 
house  organs 


making  special  announcements,  requests 
or  notifications,  such  as  a  change  in  price 
or  statement  of  policy  or  change  in  loca- 
tion. 

The  most  common  type  of  enclosure 
used  in  connection  with  house  organs  is 
the  return  postcard.  This  can  be  applied 
in  many  ways  in  bringing  back  desired 
information  or  orders,  or  in  furthering 
co-operation  with  dealers  or  consumers. 

Orders  can  be  asked  for  on  the  return 
postcards — inquiries  solicited.  Through 
this  method  advertisers  get  in  touch  with 
buyers  and  prospective  buyers — leads  are 
secured  for  salesmen  to  follow  up.  A 
booklet  or  other  inducement  may  be 
offered,  and  with  the  name  secured  for 
the  mailing  list,  aggressive  methods  can 
be  followed  in  selling  the  prospect.  From 
the  wording  on  the  postcard  the  neces- 
sary facts  about  the  prospect's  require- 
ments or  business  may  be  learned. 

"Where  the  mission  of  house  organs  or  sales 
bulletins  to  the  trade  is  to  solicit  orders  for 
goods  or  to  request  inquiries  from  prospects 
regarding  services  offered,  returns  can  be 
stimulated  by  enclosing  suitable  'come-back' 
devices — either  as  an  attached  portion  of  the 
medium  or  in  the  shape  of  detached  enclosures. 

"The  possibilities  of  enclosures  for  securing 
definite  information  or  orders  should  be  given 
the  keenest  study  by  every  advertiser.  An  ef- 
fort should  be  made  to  devise  'come-back'  de- 
vices that  will  attract  the  greatest  possible  at- 
tention, convey  strong  sales  messages  and  carry 
wording  which  should  have  the  best  chance 
for  attracting  definite  replies. 

"For  the  jobber  and  supply  house  which 
handles  a  large  line  of  different  articles  and 
for  the  manufacturer  who  sells  a  variety  of 
products  the  return  postcard  is  an  especially 
important  feature  of  the  appeal  often  deciding 
the  success  or  failure  of  the  mailing. 


INTENSIVE  SELLING 


75 


House  organs,  through  their  circulations,  afford  a  valuable  distrit 
(or  enclosures.  The  reproductions  here  shown,  illustrate  various  forms 
to  bring  back  information  and  data  for  the  editor  of  the  house  organ. 


valuable    distribution 
used 
orgar 


76 


INTENSIVE  SELLING 


Properly  worded 
return  postcard 
stimulates  orders 
by  suggesting 
variety  of  items 
and  making  it 
easy  to  order 


75%  inquiries 
have  checks 
opposite  more 
than  one  article 


"By  listing  a  variety  of  articles  on  the  order 
blank  or  return  postcard,  the  goods  are  defi- 
nitely suggested  to  the  recipient,  and  a  good 
percent  of  the  list  will  check  one  or  more  of 
the  needed  articles  or  request  information  on 
one  or  more  propositions  that  appeal  to  them. 

"This  plan  of  checking  items  is  especially 
effective  in  appealing  to  retailers.  It  calls  to 
their  attention  a  number  of  articles  and  enables 
them  to  order  goods  needed  conveniently. 

"The  effectiveness  of  this  method,  which 
more  than  anything  else,  makes  the  house 
organ  medium  especially  effective  as  a  means 
of  getting  business  provides  the  advertiser 
with  a  method  of  selling  that  invariably  results 
in  increasing  volume  of  business  from  a  large 
field  and  in  decreasing  cost  of  selling. 

"Aside  from  the  direct  mail  orders  received 
the  cards  of  inquiry  can,  in  many  cases,  be 
referred  to  salesmen  as  leads.  This  mission- 
ary work,  accomplished  at  a  low  cost,  saves 
the  salesmen  time  and  enables  them  to  invest 
a  larger  portion  of  their  time  in  making  sales 
to  interested  inquirers.  This  means  an  in- 
creased volume  of  business  at  less  cost  for  each 
interview  and  for  each  sale  made."1 

"It  is  essential  to  enclose  a  reply  card  or 
blank  that  needs  only  a  check  mark  and  signa- 
ture. Our  own  card  mentions  all  articles  which 
could  possibly  interest  customers  approached. 
It  is  two  colors,  and  has  a  place  alongside  of 
each  article  for  a  check  mark.  Underneath 
each  title,  in  small  type,  and  in  red  ink  is 
printed  the  usual  retail  price  of  that  article. 
This  card  presents  a  means  of  bringing  an 
entire  line  to  the  attention  of  a  prospect, 
although  the  letter  treats  of  but  one  article. 
Thus,  with  fully  75%  of  replies  received,  more 
than  the  one  article  which  the  letter  concerns 
is  checked  off  as  being  of  interest."2 

House  organs  are  designed  to  interest 
and  genuinely  please  their  readers — to 

lldeas:     No.  20,  by  Flint  McNaughton. 
*A.  H.  Billstein;  Address:     "Direct  Advertising  for  the 
Jobber,"  at  A.  A.  C.  of  W..  Chicago. 


INTENSIVE  SELLING 


77 


carry  news  and  information  that  will  be 
interesting  to  the  list.  To  get  a  line  on 
the  type  of  matter  readers  desire  to  see 
published,  and  to  bring  back  data  which 
can  be  used  in  preparing  editorial  mat- 
ter, suggestively  designed  sheets  or  cards 
are  used,  appropriately  headed,  and  ask- 


Getting  news 
matter  and 
interesting 
information  for 
the  house  organ 
editor 


STEGER 
PROGRESS 


Tfc»  M*tio 

Oil  TY-a* 


BUCKIE 
TALKS 


IDEAS 


Many  advertisers  favor  house  organs  of  such  size  as  will  fit  into  corre- 
spondence envelopes  because  of  the  opportunity  afforded  for  increased  distribu- 
tion. Such  house  organs  may  be  simple  leaflets,  arranged  in  miniature  house 
organ  style,  or  booklets  of  eight  or  more  pages.  The  illustration  reproduces 
house  organs  of  this  character. 


78 


INTENSIVE  SELLING 


Examples  of 
enclosures 
designed  to 
bring  back  data 
for  the  house 
organ 


Correcting 
mailing  lists 
through  return 
postcards 


ing  readers  to  use  the  blank  space  for 
noting  any  topics  which  the  reader  would 
like  to  see  discussed  in  the  house  organ. 

One  house  organ  issues  a  small  sheet, 
headed  "Press  Bureau,"  followed  by  the 
name  of  the  house  organ,  and  at  the 
bottom  appears  this:  "Jot  any  interest- 
ing story  data  on  this  page  and  return 
it  to  the  editor.  Please  identify  all  pic- 
tures on  the  backs  to  save  confusion." 

The  publisher  of  another  house  organ 
seeks  ideas  for  improvement  of  editorial 
material  by  enclosing  with  his  house  or- 
gan an  enclosure  headed:  "No  flowers 
by  request,"  and  followed  by:  "Which  i« 
the  weakest  issue  in  "Hello,"  and  why? 
If  you  will  tell  us  we  will  try  to  improve 
it."  A  space  is  reserved  for  notes  and 
the  reader's  name  and  address. 

An  enclosure  with  another  house  or- 
gan is  a  "News  Sheet,"  followed  by: 
"Please  send  in  your  stories  or  notes  of 
events  in  your  territory,  which  might 
interest  our  agents.  We  can  get  no  news 
from  your  territory  unless  you,  yourself, 
send  it  in.  Photographs  of  buildings, 
with  installations  or  equipment  and 
writeups  for  same,  will  prove  most  inter- 
esting and  profitable  to  our  readers." 

The  editors  of  many  house  organs  use 
return  postcards  as  the  means  of  correct- 
ing their  lists  and  weeding  out  non-inter- 
ested names.  One  house  organ  demands 
that  the  names  on  its  list  show  interest 
enough  in  their  publication  to  express 
appreciation  of  it  every  six  months.  At 
six-month  intervals  they  issue  a  return 
postcard  requesting  the  reader  to  sign 


INTENSIVE  SELLING 


79 


and  return  it  if  he  is  interested  in  con- 
tinuing to  receive  the  publication.  Such 
as  do  not  return  the  card  are  eventually 
dropped  from  the  list.  This  plan  is  effec- 
tive when  the  house  organ  is  exception- 
ally attractive  and  interestingly  edited. 
It  protects  the  advertiser  from  spending 
money  for  reaching  people  who  are  not 
sufficiently  interested  in  the  house  organ 
to  return  the  postcard. 

Many  house  organs  are  issued  for  edu- 
cational, interest-building  purposes,  un- 
der conditions  that  would  not  admit  of 
such  a  test  as  that  just  recorded.  To  this 
type  of  proposition  postcards  may  be  sent 
asking  whether  the  name  and  address, 
as  filled  in  on  the  postcard,  is  correct. 
Information  may  also  be  asked,  with 
spaces  reserved  for  checking  answers  to 
questions.  This  method  has  frequently 
been  found  valuable  in  correcting  the 
mailing  list. 

A  return  postcard  is  sent  out  by  one 
house  organ  editor,  on  one  side  of  which 
is  the  wording:  "We  would  like  to  see 
articles  on  the  following  topics  appear  in 
future  issues." 

Return  postcards  are  used  in  connec- 
tion with  house  organs  with  the  printed 
request  being  that  a  specific  booklet  or 
the  new  catalog  be  sent  the  writer. 

A  plan  used  by  a  financial  house  which 
seems  to  have  been  very  satisfactory  and 
practical  is  to  send  out  a  return  postcard 
with  an  extension  of  an  inch  and  a  half 
at  one  end.  On  this  extension  the  state- 
ment is  made  that,  if  interested,  the  sub- 
scriber will  be  continued  on  the  house 


When  plan  is 
effective 


Special  literature 
offered  through 
postcard  offer  in 
house  organ — 
plans  to  get  news 


Making 
limited-time 
subscription  offer 


80 


INTENSIVE  SELLING 


Finding  which 
house  organ 
features  interest 
readers  most 


Offering  pre- 
miums for  names 
of  prospects 


organ  list  for  three  months.  Several 
leading  questions  are  asked  on  the  return 
postcard,  with  squares  for  the  purpose  of 
checking  information. 

In  order  to  determine  the  tastes  of 
readers  and  the  subjects  most  interesting 
to  them,  one  house  organ  sends  out  a 
stamped  return  postcard  listing  the  de- 
partments covered  and  asking  readers 
to  number  them  in  the  order  of  interest. 
On  the  reverse  a  list  of  advertised  arti- 
cles appears  with  space  reserved  for 
checking  any  items  of  interest,  so  special 
literature  regarding  such  items  may  be 
forwarded. 

An  automobile  manufacturer  builds  up 
his  list  of  prospects  through  a  return 
card  enclosed  in  the  house  organ  in 
which  the  offer  of  a  trifling  premium  is 
made.  Since  the  house  organ  list  is  made 
up  of  owners  of  that  make  of  car  it  is 
assumed  that  the  entire  list  is  especially 
friendly  to  the  company  and  willing  to 
assist  in  furthering  possible  sales  by  per- 
mitting friends  to  be  put  in  touch  with 
the  sales  department. 

A  manila  postcard  Sl/2  by  8^2  inches 
is  perforated  at  one  end  in  the  dimen- 
sions of  a  return  postcard.  The  sug- 
gestion is  made  on  the  other  portion  that 
the  reader  fill  out  on  the  postcard  a  list 
of  five  friends  who  are  thinking  of  pur- 
chasing new  cars.  As  an  incentive  to 
sending  in  the  filled  out  return  postcard 
a  monogram  key-ring  is  offered  as  a 
reward. 

It  is  common  to  enclose  order  blanks 
with  house  organs.  They  suggest  a  con- 


INTENSIVE  SELLING 


81 


venient  means  for  ordering.  Return  en- 
velopes are  frequently  enclosed  with  or- 
der blanks  for  the  convenience  of  pros- 
pects. 

A  manufacturer  of  boxes  encloses  a 
"Provisional  Order  Blank"  in  house  or- 
gans going  to  prospective  customers. 
This  blank  simply  seeks  specific  informa- 
tion as  the  basis  for  an  estimate.  A 
higher  percentage  of  returns  was  re- 
ceived from  this  house  organ,  which  was 
editorially  directed  at  customers,  than 
from  first-class  letters,  enclosing  the 
same  blank. 

With  one  house  organ  published  by  an 
advertising  agency  a  leaflet  was  enclosed 
on  which  five  questions  were  listed: 

1 :  Do  you  receive  this  house  organ  regu- 
larly? 

2:    Do  you  like  to  read  it? 

3 :  Does  its  contents  help  you  in  matters 
relative  to  advertising  or  merchandising 
or  both? 

4:  Does  it  create  a  desire  on  your  part  to 
meet  the  men  back  of  this  organization? 


Order  blanks 
suggestive  of 
direct  orders  or 
information 


READ  AND  PASS  ALONG 

there  is  intfrest  for  f i«ry  eieru- 
(we,  purchasing  agent  and  shipping 
clerk  in  these  house  organs,  r'tll 
in  the  nami'S  of  the  individuals  in 
your  firm  who  should  see  this  ijjue, 
read  and  pass  along. 

READ  AND  PASS" ALONG 


..Mr. 

,.Mr. 

.Mr % 

.Shipping  CIrrk 


The  character  of  many  house 
organs  is  such  as  to  genuinely  in- 
terest several  individuals  in  each 
establishment  to  which  they  are 
sent.  Mindful  of  the  fact  that  the 
more  who  read  the  house  organ 
will  bring  the  best  results,  slips  are 
frequently  printed  and  attached  to 
the  cover  of  the  house  organ.  The 
slips  suggest  that  the  house  organ 
be  read  and  passed  along,  and  it 
contains  blanks  in  which  names  of 
individuals  may  be  written  by  the 
one  who  receives  it.  Then  when 
read,  it  can  be  checked  and  passed 
on  to  the  next  name  on  the  list. 


82 


INTENSIVE  SELLING 


Another  method 
of  getting 
information 
through  house 
organ  distribution 


Making 
house  organs 
conspicuous 
and  getting  them 
passed  along 


Dealer  window 
trims  promoted 
through 
house  organs 


5:  Granted  you  can  answer  the  above  ques- 
tions in  the  affirmative,  why  haven't  you 
invited  us  to  call  upon  you  or  come  to 
see  us? 

6 :  How  can  this  house  organ  be  improved 
to  induce  you  to  take  action  on  question 
five? 

A  stamped  envelope  was  enclosed  for 
reply. 

A  few  of  the  more  pretentious  house 
organs,  appealing  to  executives  generally, 
and  carrying  information  which  should 
be  especially  valuable  to  them,  seek  to 
prolong  the  life  and  make  each  issue 
more  valuable  by  enclosing  sheets  to  be 
tipped  on  the  cover,  with  spaces  for 
names  of  several  executives.  The  sug- 
gestion is  made  that  each  issue  be  read 
by  each  interested  individual  in  the 
office ;  that  it  be  checked  by  each  in  turn 
and  passed  along.  This  is  an  advantage 
that  tends  to  secure  a  larger  percentage 
of  reading. 

To  give  prominence  to  special  sales 
information  a  jobber  of  steel  issues  a 
small  slip  and  tips  it  on  the  cover  of 
house  organs.  The  stock  is  chosen  to 
contrast  conspicuously  with  the  cover. 
This  prominent  slip  conveys  the  impor- 
tant information  to  the  list. 

House  organs  can  be  used  to  splendid 
advantage  in  inducing  dealers  to  make 
effective  use  of  their  windows.  Special 
displays  can  be  offered  and  described. 
One  candy  manufacturer,  who  prepares 
special  displays  for  dealers,  issues  a  sup- 
plementary sheet  in  his  house  organ,  on 
which  the  display  is  illustrated,  his  offer 


INTENSIVE  SELLING  83 

made  and  the  suggestion  advanced  that 
the  proposition  be  secured  by  the  dealer. 

Some  service  concerns,  requiring  de- 
tailed information  upon  which  to  base 
recommendations,  design  sheets  on  which 
are  noted  specific  information.  These 
are  called  "Advertising  Data  Sheet," 
"Data  Sheet,"  "Information  Sheet,"  or 
similar  descriptive  titles,  and  frequently 
twenty  or  more  questions  are  asked,  all 
of  which  cover  information  necessary  in 
giving  intelligent  information.  In  this 
manner  detailed  information  regarding 
conditions  in  the  business  are  secured  in 
the  inquiry  and  the  necessity  of  writing 
letters  averted. 

To  give  added  emphasis  to  stated  facts,      Sticker  plans  that 
or  to  make  stated  facts  especially  con-     win  attention 
spicuous  and  impressive,  there  was  pro- 
vided for  one  house  organ,  an  enclosure, 
gummed  at  one  end.    These  were  tipped 
on,  partially  covering  advertisements,  to 
which  they  called  special  attention.    The 
same  idea  has  been  applied  as  a  rein- 
forcement of  statements  made  in  enclo- 
sures. 

House  organs  offer  a  means  of  co- 
operative advertising  through  enclosures. 
Arrangements  are  frequently  made  by 
advertisers  to  have  distribution  given  to 
their  enclosures  through  house  organs 
issued  by  other  concerns. 

A  firm  issuing  a  house  organ  gave  dis-      Cooperative  house 
tribution   to   an   enclosure   provided   by     organ  advertising 
another  concern  in  which   a  book  was 
offered  for  25  cents,  and  the  return  of 
an  attached  coupon.     Two  per  cent  re- 
turns came  in  from  this  advertising. 


84 


INTENSIVE  SELLING 


Statements, 
invoices,  and 
credit  department 
correspondence 
valuable  enclosure 
distribution 


Advertising  in 
the  form  of 
filing  cards 


Calendars 
designed  to  be 
of  practical 
use  on  the  desk 


This  idea  of  co-operative  advertising  is 
briefly  stated  in  this  extract: 

"In  looking  for  the  right  advertising  medium 
a  small  manufacturer  bought  permission  to  in- 
sert his  leaflet  in  every  copy  of  the  house  organ 
issued  by  another  concern."1 

In  some  lines  of  business  the  monthly 
statement  list  covers  all  active  accounts. 
This  can  be  utilized  as  a  means  of  dis- 
tribution for  enclosures.  One  wholesale 
grocer  issues  a  four  page  house  organ, 
and  distributes  it  to  dealers  with  the 
monthly  statements. 

Realizing  that  utility  plays  an  impor- 
tant part  in  resultful  advertising,  one 
manufacturer  inserts  3  by  5  inch  filing 
cards  in  his  house  organs — and  also  pro- 
vides them  for  his  salesmen  to  carry. 
On  one  side  of  the  card  is  the  usual  busi- 
ness-card return  address,  while  on  the 
reverse  is  a  ruled  space  with  different 
products  listed  in  convenient  form  for 
ordering.  The  suggestion  is  made  that 
the  card  be  filed  away  and,  if  no  goods 
are  needed  at  the  time,  that  it  be  used 
as  a  reminder.  Results  were  very  satis- 
factory. 

"A  printer  keeps  his  name  before  his  cus- 
tomers by  enclosing  in  his  house  organ  each 
month,  a  monthly  calendar  for  desk  use.  The 
calendar  itself,  being  about  two  inches  square, 
there  is  an  extension  past  a  perforation 
at  the  top,  with  the  suggestion  on  the  exten- 
sion:  'Place  this  half  of  the  card  on  shelf  in 
your  desk.'  When  the  projection  is  placed  as 
directed,  and  the  calendar  bent  down,  it  is 
attractive  and  useful  for  quick  reference.  The 
advertiser's  advertisement  appears  briefly  at 
the  bottom  of  the  calendar."2 

^System:     "In  the  Day's  Work." 
^System:     "In  the  Day's  Work." 


PART  SIX 

HOW  TO  MAKE  BOOKLETS  MEANS  OF 
INCREASING  SALES 


A  carefully  prepared  and  well  printed 
booklet  provides  one  of  the  most  effect- 
ive mediums  of  direct  advertising. 

It  has  been  repeatedly  demonstrated 
through  carefully  tested  results  that 
good  booklets,  well  distributed,  are  the 
means  of  important  sales  influence. 
Booklets  may  be  filed  away  and  produced 
when  referred  to  at  a  later  time.  They 
may  be  made  so  attractive  as  to  merit 
their  being  passed  around  to  many  per- 
sons. 

"If  your  booklet  has  individuality  enough  to 
hold  the  attention  of  the  one  it  visits,  it  has 
many  advantages  over  the  salesman. 

"Your  salesman  is  a  human  being  and  he 
may  be  affected  by  'the  weather.'  He  may 
have  an  'off  day'  and  not  be  able  to  put  his 
arguments  in  proper  shape.  The  buyer  may 
tie  him  up  with  so  many  questions  that  he  will 
not  have  a  chance  to  tell  his  whole  story.  A 
buyer  can't  talk  back  to  a  booklet. 

"You  may  have  a  salesman  who  talks  too 
much.  A  sensible  booklet  never  does.  The 
booklet  has  a  memory  no  salesman  can  develop. 
It  can  quote  tables  of  statistics  and  reproduce 
accurate  signed  opinions  of  the  greatest  au- 
thorities. But,  best  of  all,  the  booklet  does 
not  have  to  pay  freight  on  sample  cards.  The 
booklet  can  lay  every  one  of  your  products 
before  your  customer  in  their  most  attractive 
light. 

"Your  booklet  can  take  your  customer,  in 
a  few  seconds,  while  he  is  still  sitting  at  his 


Booklets  as 
sales  mediums 


Advantages  of 
booklets  over 
salesmen 


86 


INTENSIVE  SELLING 


Great  possibil- 
ities for  making 
your  proposition 
attractive  through 
booklets 


Economical 
distribution  that 
can  be  turned 
to  profit 


desk,  on  a  trip  through  your  entire  factory, 
around  your  new  banking  rooms,  over  a  piece 
of  property  miles  in  extent,  or  into  the  homes 
and  offices  where  your  product  is  used;  and 
let  him  see  with  his  own  eyes,  the  smiles  on 
the  faces  of  the  men  and  women  who  are 
successfully  using  your  product. 

"While  your  booklet,  like  the  living  salesman, 
can  sell  your  goods  unaided,  some  of  his 
strongest  work  can  be  done  by  co-operating 
with  the  personal  salesman. 

"The  booklet  can  be  used  to  pave  the  way 
for  the  living  salesman,  or  it  can  be  left  by 
the  salesman  who  has  not  been  able  to  close, 
with  the  knowledge  that,  if  the  prospect  is  at 
all  interested,  the  booklet  will  present  the  case 
in  a  more  concise,  more  logical  way  than  he 
can  ;  and  that  it  will  not  speak  until  it  is  spoken 
to  and  that  it  will  always  be  ready,  day  or 
night,  rain  or  shine,  to  do  its  work."1 

One  of  the  chief  attractions  of  booklets 
as  selling  or  advertising  mediums  is  that 
they  can  be  given  distribution  as  en- 
closures in  ordinary  envelopes. 

Economical  distribution  may  always 
be  had.  They  can  be  put  out  by  mail, 
with  letters,  to  selected  lists  of  cus- 
tomers or  prospective  customers,  to  keep 
the  points  of  the  business  before  them 
and  help  salesmen,  as  well  as  bring  in 
inquiries.  They  can  be  coupled  to  the 
follow-up;  used  as  dealer  helps;  sent  to 
dealer's  customers,  with  the  dealer's  im- 
print ;  supplied  to  agents  for  distribution  ; 
distributed  through  branches  and  through 
jobbers.  They  can  be  enclosed  with  in- 
voices and  monthly  statements;  inserted 
in  packages,  and  seasonable  booklets  can 
be  distributed  with  especial  effect  at  buy- 
ing times. 

^Judicious  Advertising:"  Booklet    Buildinc— irakirg  Dum 
mlea   Talk,"    by    Mac  Martin. 


INTENSIVE  SELLING 


87 


"Let  us  suppose  that  in  a  certain  advertising 
campaign  a  booklet  is  needed.  The  first  thing 
to  be  determined  is  the  plan  of  distributing 
the  booklets. 

"Who  are  these  salesmen  going  to  visit  and 
how  are  they  going? 

"The  success  of  booklet  advertising  depends 
primarily  upon  how  thoroughly  you  plan  the 
distribution. 

"You  should  first  make  a  list  of  every  chan- 
nel of  distribution  that  seems  advisable.  As 
soon  as  you  get  them  down  on  paper  you  will 
think  of  new  ones.  Perhaps  your  salesman 
should  carry  them.  Your  dealers  may  be  able 
to  distribute  them  for  you.  Put  all  these  down 
on  paper,  for  only  in  this  way  can  you  decide 
on  the  best  methods. 

"Until  you  have  determined  the  method  of 
distribution  you  cannot  determine  the  quantity 
of  booklets  you  need  to  print  and  until  you 
determine  the  quantity  you  cannot  determine 
the  quality. 

"My  own  experience  has  been  that  a  booklet 
should  always  be  accompanied  by  a  letter."1 

One  firm,  recognizing  the  possibilities 
for  them  in  booklet  publicity,  has  fol- 
lowed the  plan  of  issuing  booklets  at 
stated  intervals  over  a  considerable 
period  of  time.  These  are  distributed  in 
different  ways,  and  serve  to  keep  differ- 
ent phases  of  their  services  and  products 
before  the  field.  In  each  booklet  a  dif- 
ferent treatment  is  given  and  different 
styles  of  booklets,  as  they  come  out,  not 
only  keeps  the  name  of  the  firm  before 
the  field,  but  give  the  appeals  for  business 
a  pleasing  variety. 

"We  find,"  says  a  manufacturer  who  issues 
many  booklets,  "that  the  booklet  has  peculiar 
advantages.  Booklets  can  be  made  very  at- 

ijudicious  Advertising:  "Booklet  Building — making  Dum- 
mies Talk,"  by  MacMartin. 


Success  of 
any  booklet 
depends  upon 
thoroughness 
of  distribution 


Series  of  booklets 
found  effective 
advertising 


88 


INTENSIVE  SELLING 


Impression  made 
by  booklet 
valuable — 
whether  read 
or  not 


Used  to  judge 
value  of  trade 
paper  advertising 


Getting  bigger 
returns  from 
magazine 
advertising 


tractive,  and  a  definite  message  can  be  put 
strongly  across  in  a  booklet.  When  the  booklet 
is  brief  it  can  be  made  inviting  and  easy  to 
read.  Whether  such  booklets  are  read  through 
or  not,  the  impressions  they  make  are  valuable. 
They  serve  admirably  for  keeping  our  name 
before  the  trade  and  advancing  our  arguments. 
Our  salesmen  use  them  to  supplement  their 
talk,  and  they  leave  booklets  behind  in  the 
hands  of  customers.  There  are  many  means 
of  distribution  that  can  be  enjoyed  at  small 
cost — often  at  no  cost  at  all — and  this  makes 
up  a  medium  that  we  can  use  to  good  advan- 
tage."1 

Rightly  used,  the  booklet  is  one  of  the 
most  valuable  adjuncts  of  the  trade  paper 
advertiser.  It  carries  his  complete  story 
to  the  reader  whose  interest  has  been 
aroused  through  the  advertisement.  It 
makes  the  connection  between  the  inter- 
est aroused  and  the  advertiser's  sales  de- 
partment. It  often  enables  the  manufac- 
turer to  judge  the  pulling  power  of  his 
advertising  and,  by  running  the  same 
copy  in  different  publications,  to  deter- 
mine which  are  producing  the  most  in- 
quiries and  the  relative  character  of  the 
circulations  with  reference  to  the  propo- 
sition. The  booklet  is  often  used  in  con- 
nection with  a  coupon  to  secure  data  re- 
garding the  reader's  position  and  busi- 
ness, and  thus  to  obtain  a  live  mailing  list. 

Magazine  advertising  seldom  brings 
orders  for  goods  direct  unless  the  goods 
are  low  in  price  or  some  special  feature 
of  protection  is  incorporated  in  the  offer. 

When  a  factory  superintendent  needs 
a  new  equipment  he  is  not  going  to  in- 
vest a  large  amount  of  money  in  any  spe- 

*ldtas:     No.  11,  by  Flint  McNaughton. 


INTENSIVE  SELLING 


89 


cial  piece  of  machinery  advertised  in  a 
technical  trade  paper  purely  on  the 
strength  of  that  advertisement.  He  is 
going  to  investigate.  If  there  is  a  book- 
let advertised,  he  will  drop  a  card  and 


Systematic 
Saving 


tr. 


Keeping 
in  Touch 
with 

Thousands 
of  Your 
Customers 


Booklets  of  suitable  size  to  be  inserted  in  envelopes.  Striking  booklets 
are  one  of  the  most  effective  mediums  of  sales  literature.  There  are  oppor- 
tunities for  use  in  numberless  ways  and  there  are  many  channels  for  effective 
distribution.  It  is  usually  considered  advisable  to  print  booklets  with  two  or 
more  colors  on  the  covers.  Good  art  work  or  the  use  of  illustrations  to  catch 
the  eye  is  generally  advisable.  The  originals  of  these  booklets  were  all  printed 
in  two  colors. 


90 


INTENSIVE  SELLING 


Booklets  offered 
as  something  to 
send  for — thus 
increasing 
number  of 
inquiries 


Booklets  used  as 

educational 

mediums 


ask  for  the  booklet — or  even  pay  money 
for  the  booklet. 

"When  the  reader  of  your  advertisements 
takes  the  time  to  sit  down  and  ask  further  par- 
ticulars about  your  goods,  he  shows  consider- 
able interest  in  your  product,  and  you  should 
have  a  reply  ready  to  send  him  that  will  ex- 
plain his  questions  and  increase  his  interest 
and  arouse  his  desire  to  purchase. 

"This  can  be  accomplished  best  by  a  good 
booklet  and  a  brief  accompanying  letter.  The 
booklet  does  not  always  have  to  be  large, 
oftentimes  it  can  be  of  a  size  that  can  fit  into 
an  ordinary  size  envelope,  along  with  the  ac- 
companying letter. 

"This  booklet  method  of  answering  inquiries 
is  often  the  cheapest  from  the  standpoint  of 
results."1 

The  function  of  the  trade  paper  and 
the  magazine  is  to  find  these  isolated 
prospects  and  put  the  advertiser  in  touch 
with  them  through  their  inquiry.  The 
actual  sales  depend  upon  the  follow-up 
of  the  inquiries.  But  both  in  procuring 
the  inquiry  and  in  following  up  the  pros- 
pect and  selling  him,  booklets  are  in- 
tensely advantageous. 

National  advertisers  count  certain 
booklets  remarkable  assets  in  producing 
business,  either  indirectly,  through  bring- 
ing in  inquiries  from  which  sales  are  later 
made,  or,  as  frequently  happens,  in  se- 
curing business  direct.  The  value  of 
booklets  as  a  means  of  securing  inquiries 
is  illustrated  by  the  experience  of  a  na- 
tional advertiser.  A  strong  advertise- 
ment of  the  company's  machine  was 
placed  in  the  Saturday  Evening  Post.  But 
ten  inquiries  and  no  sales  resulted.  An- 

*ProtresfiTe  Papers:     "The  Booklet  Makes  the  Sale." 


INTENSIVE  SELLING 


91 


other  advertisement,  featuring  a  booklet, 
was  placed  in  the  same  medium.  This 
advertisement  produced  3,162  inquiries 
and  232  sales.  The  latter  advertisement 
increased  the  number  of  replies  316  times 
and  the  number  of  sales  232  times. 

There  is  a  particular  value  in  booklets 
in  connection  with  the  field  of  technical 
advertising.  All  technical  advertising  is 
based  largely  upon  the  idea  of  education. 
In  this  there  is  the  opportunity  to  add 
value  and  interest  to  the  booklet. 

The  technical  publication  seeks  to  edu- 
cate readers  to  the  best  and  most  effect- 
ive devices  employed  for  accomplishing 
results  in  its  particular  field.  The  adver- 
tising pages  supplement  the  editorial  sec- 
tion in  showing  the  reader  where  the 
most  up-to-date  devices  are  obtained. 
Thus,  a  booklet  prepared  for  the  purpose 
of  showing  a  man  how  he  can  accomplish 
something  more  efficiently  or  speedily  or 
safely  by  the  use  of  the  device  adver- 
tised, has  greater  pulling  power  than 
the  ordinary  catalogue.  The  booklet 
combines  the  descriptive  value  of  a  cata- 
logue and  the  dignity  of  a  handbook ;  es- 
pecially where  there  is  data  or  material 
for  reference.  Any  executive  who  reads 
an  advertisement  in  which  an  attractive 
booklet  is  featured  or  offered,  desires  the 
booklet  not  only  because  of  the  informa- 
tion it  contains  regarding  the  advertised 
machine,  but  because,  in  absorbing  its 
contents,  he  will  be  positively  helped  in 
his  own  work. 

"Not  long  ago  a  manufacturer  of  boiler 
arches  discovered  in  the  course  of  some  pre- 


Offer  of  booklet 
increased  returns 
from  Saturday 
Evening  Post  ad 
316  times 


Especial 
advantage  in 
booklets  in 
advertising 
technical 
propositions 


Where  booklets 
often  have  more 
pulling  power 
than  catalogs 


92 


INTENSIVE  SELLING 


Selfish  interest 
behind  reading  of 
good  booklets 


How  a  manu- 
facturer increased 
sales  and  built  up 
a  live  mailing  list 


Showing  in  what 
high  regard 
booklets  are  held 
in  the  technical 
field 


liminary  investigations  that  the  average 
power  plant  engineer  knew  very  little  about 
how  to  erect  boiler  settings ;  that  when  work 
of  this  sort  came  up  it  was  customary  to  em- 
ploy a  mason — which  meant  considerable  extra 
delay  and  expense.  He  therefore  had  a  treatise 
on  the  subject  in  general  written  up,  men- 
tioning the  company's  special  boiler  arch  only 
as  an  incidental.  This  booklet  he  advertised 
in  the  leading  power  plant  paper  as  the  'En- 
gineer's Handbook  on  Boiler  Settings.'  The 
result  was  that  he  not  only  distributed  the 
entire  edition  but  he  obtained  a  live  mailing 
list  of  leading  engineers."1 

By  adding  useful  data,  handy  tables 
or  technical  information  to  a  booklet  de- 
scribing any  type  of  machinery,  the  value 
of  the  booklet  becomes  greater.  Realiz- 
ing this,  many  manufacturers  issue 
elaborate  technical  booklets,  which  they 
feature  in  their  advertising.  This  has 
the  result  of  insuring  a  wider  distribu- 
tion of  the  book  and  substantially  guar- 
anteeing that  the  book  will  be  read  and 
preserved  because  of  the  value  of  the 
contents. 

"The  regard  in  which  booklets  are  held  in 
the  technical  world  is  illustrated  by  the  fol- 
lowing instance.  A  manufacturer  in  the 
power-plant  field  had  a  stock  of  small  hand- 
books of  which  he  wished  to  dispose.  On  the 
advice  of  the  publisher  of  the  power-plant 
paper  in  which  he  was  advertising,  he  placed  a 
price  of  ten  cents  on  the  hand-books  and  de- 
voted the  upper  half  of  the  ad  to  the  offer. 
Orders  came  in  so  fast,  as  a  result,  that  he 
telegraphed  frantically  to  the  publisher  not  to 
repeat  the  advertisement.  Experiences  like  this 
have  taught  the  technical  advertiser  to  play  up 
the  booklet  in  a  manner  such  as  to  make  the 
reader  really  want  it."2 

>S.  D.  Warren  &  Co..  in  booklet. 

«S.  D.  Warren  &  Co..  in  booklet. 


INTENSIVE  SELLING 


93 


Frequently,  where  the  booklet  is  such 
as  to  prompt  the  desire  for  a  trial  order 
or  a  sample,  or  specific  information,  re- 
turn postcards  can  be  enclosed  to  ad- 
vantage in  each  booklet. 

It  is  frequently  advantageous  to  have 
the  back  page  of  the  cover  serve  as  the 
return  postcard — to  be  torn  off  and 
mailed  back.  This  simplifies  the  print- 
ing, reduces  the  cost,  and  keeps  the  re- 
turn postcard  intact  with  the  booklet 
until  it  is  torn  off  and  used. 

The  cover  of  the  booklet  is  sometimes 
made  to  do  duty  as  an  envelope,  the  ad- 
dress being  printed  on  one  side,  the  stamp 
attached  in  the  corner,  and  the  booklet 
clipped  or  held  closed  by  a  sticker.  The 
cover,  in  this  type  of  a  booklet,  is  usually 
fairly  heavy,  and  suitable  for  use  as  a  re- 
turn postcard.  This  type  of  mailing  is 
especially  appropriate  for  house  organs. 
The  advantage  of  a  booklet  designed  so 
as  to  require  no  envelope,  can  be  appreci- 
ated from  the  statement  of  a  machinery 
jobber: 

"For  several  months  I  mailed  my  monthly 
list  of  second  hand  machines  with  a  circular 
letter,  in  an  envelope  under  two-cent  postage. 
Then  it  occurred  to  me  that  the  list  was  in 
real  demand  and  I  concluded  I  might  as  well 
use  a  one-cent  stamp  or  a  'mailing  permit.' 
But  I  was  afraid  of  the  envelopes.  An  adver- 
tising man  suggested  that  I  send  the  little 
booklet  as  open  mail,  fastened  with  a  clip  or 
sticker.  This  I  have  done  since.  I  have  the 
back  cover  plain,  writing  the  address  on  the 
cover  with  a  typewriter.  When  the  booklet 
arrives  in  the  hands  of  the  prospect,  there  is 
no  envelope  to  open.  He  has  it  in  his  hand, 


Making  use  of 
return  postcard  in 
connection  with 
booklets 


Address  and 
stamp  on  cover 
of  booklets 


How  one  jobber 
saved  $42.50  a 
month 


91- 


INTENSIVE  SELLING 


Booklets  used  in 
connection  with 
letters — see 
Part  III 


and  that  is  all  my  two-cent  stamp  ever  did  for 
me.    This  change  saved  me  $42.50  a  month."1 

The  great  value  of  booklets  in  connec- 
tion with  letters  is  found  in  the  fact  that 
the  details  of  the  advertised  proposition 
can  be  carried  in  the  booklet  and  the 
letter  can  be  brief — merely  striving  to 
arouse  the  reader's  interest  to  the  extent 
of  looking  through  the  booklet  for  fur- 
ther information  and  full  details.  In  this 
use,  booklets  and  enclosures  have  a  logi- 
cal place  in  the  follow-up. 

At  the  present  time,  when  the  cost  of 
printing  is  high,  many  manufacturers  are 
conserving  expense  by  reducing  the  sizes 
of  catalogs  and  practicing  various  econo- 
mies in  catalog  production.  One  of  the 
best  ways  for  reducing  cost  in  follow-ups 
when  there  are  a  variety  of  products 
listed  in  the  catalog  is  to  prepare  book- 
lets or  smaller  catalogs,  each  featuring  a 
single  article  or  line.  Thus  unnecessary 
expense  in  advertising  is  saved. 

"Some  of  the  money-saving  changes  were: 
The  publication  of  three  small  catalogs,  one 
for  each  of  the  three  machines  manufactured, 
so  that  the  complete  catalog  need  not  be  sent 
to  all  inquiries.  (The  prospect  is  sent  a 
folder  describing  all  three  machines  and  is 
asked  to  indicate  on  the  return  postcard  which 
one  he  is  interested  in.)  A  similar  division 
of  the  instruction  book.  Use  of  more  matrices 
instead  of  electrotypes  in  newspaper  adver- 
tising. Emphasis  on  quality  rather  than  quan- 
tity in  mailing  lists.  Change  of  house  organ 
from  magazine  form  "to  bulletin  form."2 

In  order  to  give  booklets,  used  as  en- 

1  Associated  Advertising:     "Saving  on  Envelopes." 

^Advertising   (f  Selling:     The    Hendee    Motorcycle  "Ex- 
perience in  Advertising  Economy,"  by  J.  A.  Priest. 


INTENSIVE  SELLING 


95 


closures  with  letters,  an  extra  personal 
touch  and  rivet  the  reader's  attention  on 
specific  facts,  it  is  found  good  policy  to 
mark  portions  of  the  booklet — certain 
paragraphs  or  prices. 

"A  good  way  to  insure  your  booklets  being 
read,  or  at  least  given  attention,  is  to  send  out  a 
letter  with  it,  calling  attention  to  some  specific 
part  of  it.  A  paragraph  something  like  this 
will  do  the  trick:  'On  pages  36-37  of  this 
booklet  you  will  find  information  of  especial 
value  to  you — of  particular  helpfulness  to  your 
business.'  Then  the  pages  mentioned  in  the 
letter  should  be  marked  right  in  the  booklet 
with  a  heavy  colored  pencil."1 

"Each  month  a  bookdealer  got  out  a  catalog 

listing   his    bargains, yet    somehow    the 

books  were  not  appreciated  sufficiently  to  be 

kept  for  reference Considering  that  this 

condition  was  largely  due  to  lack  of  enthusi- 
asm rather  than  to  lack  of  interest,  he  hit  upon 
a  plan  to  bring  the  books  and  the  customers 
with  them  back  to  the  store.  In  each  copy 
of  a  booklet  he  ran  several  misspelled  words, 
offering  cash  or  a  fixed  discount  on  goods 
to  every  person  who  succeeded  in  picking  out 
the  misspelled  words."2 

To  insure  booklets,  which  are  sent  upon 
request,  reaching  the  proper  person  in 
an  establishment,  a  publisher  has  a  slip 
provided  for  attaching  to  requested  lit- 
erature. The  slip  reads:  "This  booklet 
is  sent  at  the  request  of  (name  of  indi- 
vidual typewritten).  It  is  intended  for 
his  personal  information  and  should  go 
directly  to  his  desk." 

An  important  factor  in  the  selling 
power  of  a  booklet  is  the  get-up  and  fin- 
ished appearance.  It  is  this  that  gives 
the  booklet  the  ability  to  attract  interest 

'Norman  Lewis:    Address  at  A.  A.  C.  of  W.,  at  Chicago. 
'System:     "Wrong  Methods  Made  'Right." 


Calling  attention 

to  specific 

page  or  paragraph 


Plan  used  by  a 
book-dealer  to 
increase  reading 
of  booklets 


Means  of  getting 
booklets  to  the 
one  individual  in 
a  large  house 
who  is  interested 


96 


INTENSIVE  SELLING 


Right  way  to 
figure  value  of 
booklets 


Should  be  size 
to  fit  compactly 
in  stock 
envelopes 


Stock  sizes  from 
which  booklets 
are  cut 


and  convey  a  favorable  idea  of  the  ad- 
vertiser and  the  advertised  proposition. 

"Which  is  the  cheaper,  5,000  booklets  at 
three  cents  each,  90  per  cent  of  which  are  read 
— or  the  same  quantity  at  one  cent  each,  of 
which  only  10  per  cent  are  read? 

"The  one  costs  Zl/3  cents  per  reader;  the 
other  costs  ten  cents.  The  latter,  which  at 
first  thought  seems  to  cost  one-third  of  the 
former,  really  costs  three  times  as  much. 

"It  is  not  what  you  pay  per  printed  booklet 
that  counts,  but  what  you  pay  per  read  booklet 
— what  you  pay  for  a  hearing  by  each  pro- 
spective customer. 

"The  whole  thing  settles  down  to  a  question 
of  quality — quality  in  subject  matter,  in  design, 
in  printing — a  quality  which  includes  that 
subtle,  indescribable  something  which  produces 
business. 

"The  first  duty  of  a  piece  of  printing  is  to 
get  itself  read.  If  it  is  unable  to  do  this  it 
is  expensive  at  any  price."1 

As  envelopes  in  standard  business  cor- 
respondence use  are  No.  6^4,  No.  7,  or 
two-fold  size,  and  No.  10,  the  best  sizes 
for  smaller  booklets  are  such  as  to  carry 
well  in  these  envelopes. 

Booklets  can  be  cut  to  advantage  from 
several  sizes  of  stock  to  fit  easily  into 
these  envelopes,  and  to  handle  to  good 
advantage  in  the  hand,  or  fit  into  the 
pocket  without  having  to  be  folded  over. 

The  most  popular  sizes  for  such  book- 
lets are  about  Zl/2  by  6^4  and  4  by  9 
inches.  These  dimensions  provide  the 
necessary  space  to  carry  the  printed  ap- 
peal, and  when  made  up  there  is  little  or 
no  waste  stock,  and  printing  can  be  done 

lOusley's  Magazini 


INTENSIVE  SELLING 


97 


to  advantage.  The  following  table  sug- 
gests the  proper  sizes  of  stock  from 
which  different  sized  booklets  can  be  cut. 

3J/2  by  6^—28  by  42  or  26  by  29. 
4  by  9— 25  by  38. 
=>1A  by  7^4—32  by  44. 
5^4  by  8^4—24  by  36. 

6  by  9—25  by  38. 

63/4  by  10^4—28  by  42. 

7  24  by  10^—32  by  44. 
8?4  by  \\y2— 36  by  48. 
9  by  12—38  by  50. 

Booklets  may  be  bound  in  cover  stock 
or  without  a  cover;  especially  when  two 
or  more  colors  are  used  and  when  the 
booklet  is  skillfully  set  up  extremely  at- 
tractive effects  can  be  secured  without 
a  cover.  But  the  cover  serves  to  give  an 
added  finish  and  mark  of  value  to  the 
booklet  that  it  is  well  to  have. 

The  inside  stock  may  be  enameled  or 
smooth  finish  when  desired,  and  when 
halftones  are  to  be  run.  Rough  or  egg- 
shell stocks  are  generally  the  more  popu- 
lar when  no  halftones  are  to  be  used. 
There  is  a  wide  variety  of  handsome 
booklet  stocks  from  which  original,  un- 
usual and  handsome  booklets  can  be  pro- 
duced. 

The  design  or  wording  on  the  cover  of 
the  booklet  should  catch  the  eye  and  in- 
vite inspection  by  arousing  curiosity  or 
admiration. 

"The  cover  should  receive  special  care  and 
attention  for  it  is  here  that  the  first  impres- 
sion is  formed.  If  the  cover  pleases,  the  inside 
will  certainly  be  inspected  too.  Do  not  make 
the  mistake,  however,  of  spending  extra  money 


Booklets  with  and 
without  covers 


How  to  select 
best  stock  for 
booklets 


98 


INTENSIVE  SELLING 


Impressive  or 
original  cover  to 
catch  and  hold 
attention 
important 


Style  should  be 
suited  to  the 
proposition 


Several  smaller 
booklets  more 
effective  than 
one  large  one 


on  the  outside,  and  then  trying  to  get  it  back 

from  the  interior  of  the  booklet Do  not 

spare  the  number  of  pages  in  an  endeavor  to 
crowd  too  much  matter  into  the  space.  Short 
paragraphs,  in  a  type  that  is  distinctive  and 
easily  read,  deep  white  space  margins,  and  not 
too  much  matter  on  a  page,  are  success-bring- 
ing assistants.  To  break  the  monotony  of 
type  matter,  illustrate  the  booklet  freely."1 

To  give  especial  distinction  or  oddity 
to  booklets,  the  device  of  having  a  band 
of  paper  around  the  book  is  sometimes 
used.  This  shows  an  extra  care  in  prep- 
aration that  suggests  value  to  the  booklet. 

The  style  of  copy  on  the  inside  should 
conform  to  the  proposition.  The  booklet 
can  cover  the  line,  as  a  catalogue,  or  con- 
centrate on  one  feature  or  phase  of  the 
proposition,  or  merely  entertain. 

This  extract,  from  a  statement  to  sales- 
men, suggests  the  advisability  of  having 
booklets  brief — having  a  series  of  smaller 
booklets  frequently,  rather  than  having  a 
larger  booklet  which  tells  the  whole  story 
in  a  single  issue. 

"Picture  a  busy  prospectve  buyer  receiv- 
ing a  sixteen-page  folder  along  with  a  lot 
of  other  mail,  removing  it  from  the  enve- 
lope and  turning  the  pages  very  hurriedly, 
then  saying  to  himself:  'Well,  that  looks 
as  though  it  might  have  some  good  stuff 
in  it.  I'll  look  it  over  as  soon  as  I  have  the 
leisure  to  do  so.'  The  folder  laying  on  his 
desk  will  attract  his  attention  two  or  three 
times  a  day  for  perhaps  the  following  week, 
but,  because  it  contains  sixteen  pages  and 
seems  to  require  a  lot  of  study,  it  is  the 
most  natural  thing  in  the  world  that  he  will 
postpone  reading  it  until  he  gets  so  accus- 
tomed to  seeing  it  around  that  he  finally 
forgets  his  resolution  to  study  it. 
'"Sales  Promotion  by  Mail,"  by  Gridley  Adams. 


INTENSIVE  SELLING 


99 


"On  the  other  hand,  the  four-page  story, 
well  illustrated,  and  starting  out  in  story 
form,  does  not  look  so  formidable  to  him. 
It  only  takes  about  ten  minutes  to  read  the 
whole  story  part  of  it,  and  if  that  is  as  in- 
teresting as  it  should  be,  the  prospective 
buyer  will  want  to  know  how  the  results 
are  accomplished  to  the  extent  of  reading 
the  descriptions  under  the  reproduced 
forms.  Thus  he  has  gotten  the  message 
without  taking  so  much  of  his  time,  and  he 
has  read  the  advertisement,  not  because  of 
a  resolution  to  do  so,  but,  having  read  the 
first  few  paragraphs,  he  continues  because 
he  is  interested. 

"After  receiving  four  such  stories,  say  a 
few  weeks  apart,  the  prospective  buyer  has 
received  the  same  number  of  pages  of  Bur- 
roughs messages  he  would  have  received  by 
studying  the  sixteen-page  booklet."1 

The  important  thing  in  a  booklet  is 
ability  to  set  the  reader  to  thinking — to 
make  an  impression.  The  great  writer  is 
he,  who,  in  a  sentence,  can  suggest  a 
chapter.  The  idea  of  eloquent  brevity, 
suggested  by  the  following  reminiscence, 
applies  to  the  building  of  a  booklet. 

"Doris  Keane,  the  actress,  makes  clear 
my  point  when  she  says:  'The  greatest 
note  that  I  ever  heard  in  modern  acting 
was  when  I  studied  under  the  late  Russian 
tragedienne,  Mme.  Komisarjovskaia,  ap- 
pearing in  a  Russian  play.  She  stood  in  the 
center  of  the  stage,  silent,  making  no  out- 
ward sign,  and  yet,  like  a  magnet,  you  felt 
that  from  everywhere  emotions  were  rush- 
ing to  her  like  wireless  messages  to  a 
station  attuned  to  receive  them,  and,  as 
these  emotions  surged  and  surged  upon  her, 
she,  pale  and  trembling  and  sobbing,  fell 
overcome  to  the  floor.  She  made  no  move- 
ment, she  had  spoken  no  word,  and  yet  she 
had  expressed  myriad  gradations  of  feel- 
ing."2 

'Burroughs  Adding  Machine  Co. — in  booklet. 

^Associated  Advertising — extract. 


Booklet  should 
impress  the 
reader 


A  lesson  from 
acting  of 
Doris  Keane 


100 


INTENSIVE  SELLING 


Growing  tendency 
to  show  what 
products  will   do 
— rather  than 
descriptive 
of  product 


Curiosity- 
arousing  titles 
for  booklets 


A  booklet  can  be  compared  to  a  vaude- 
ville act.  The  booklet  steps  from  the  en- 
velope into  the  limelight  of  the  prospect's 
desk.  The  recipient  is  curious,  but  cold. 
It  is  entirely  up  to  the  booklet.  The 
reader  demands  to  be  entertained  or  in- 
terested— quickly.  Otherwise  the  book 
has  failed. 

There  is  a  growing  tendency  to  do  away 
with  the  dry,  uninteresting  booklet  which 
simply  describes  the  product.  In  place  of 
this  there  is  a  pamphlet  which  shows 
what  the  product  will  do,  rather  than 
what  it  is,  and  which  bears  a  title  that, 
in  itself,  makes  the  prospect  want  to  send 
for  it.  Note  the  persuasive  titles  outlined 
below.  You  would  like  to  have  one  of 
these  booklets  yourself ;  the  titles  seem  so 
promising. 

"About  some  men  who  are  going  to 
spend  a  Million  Dollars  Next  Year." 

"Don't  Flush  the  Bathroom  and  Regis- 
ter in  the  Parlor." 

"The  Million  Dollar  Habit." 

"The  Straw  that  Broke  the  Camel's 
Back." 

"Turning  your  Capital  Over  One  Hun- 
dred Times  a  Year." 

"Adding  Five  Dollars  to  each  Week's 
Income." 

"How  Rogers  made  Two  Cents  earn 
him  $31. 48." 

"How  Jenkins  Got  Onto  Himself." 

"Secrets  of  Selling." 

The  first  requirement  of  the  physical 


INTENSIVE  SELLING 


101 


booklet  in  order  to  strike  the  eye  of  the 
prospect  is  something  studied  out  to 
strike  the  eye  with — a  pleasing  design,  a 
cut  to  make  a  point  of  contact  or  an 
original  handling  that  makes  it  happily 
"different." 

Little  eye-compelling  cuts  break  the 
monotony  of  type  and  carry  the  reader 
easily  from  page  to  page.  The  cuts  are 
the  ''laughs"  that  hold  attention  while  the 
serious  story  is  put  across. 

An  important  element  in  attracting  at- 
tention to  booklets  is  the  color.  The  eye 
attractive  value  of  two  or  more  colors  of 
ink  are  superior  to  one  color.  While  at- 
tractive and  extremely  profitable  booklets 
can  be  produced  in  one  color,  especially 
where  designs  are  used  to  benefit  the 
effect,  very  careful  consideration  should 
be  given  to  the  advisability  of  using  more 
than  one  color.  How  well  this  frequently 
pays  can  be  judged  from  the  following 
instance : 

"Does  the  free  use  of  color  render  results? 
Ask  the  big  mail  order  houses,  who  are 
coming  to  use  color  more  and  more  in  their 
advertising  and  catalogs.  Less  than  a  single 
cent  invested  in  added  color  effect  for  each 
50,000  booklets  increased  the  returns  $18,000 
in  one  instance.  Two  runs  of  the  same 
booklet  were  used,  the  mailing  list  divided 
in  half.  To  one  went  the  plain  black  and 
white,  to  the  other  part  the  colored  booklet. 
At  an  extra  cost  of  $500,  the  catalog  in 
colors  produced  $18,000  more  in  sales  than 
its  duller  brother."1 

"When  you  are  asked  to  send  your  pros- 
pect a  booklet,  catalogue  or  letter  with  par- 
ticulars, etc.,  paste  on  the  front  of  your  en- 
>H.  T.  Wheelock:  Address  before  A.  A.C.of  W.,  at  Chicago. 


Use  of  cuts  on 
covers  helps  win 
attention 


Value  of  color  in 
booklets — how  an 
extra  color 
increased  returns 
$18,000 


102 


INTENSIVE  SELLING 


velope  a  slip  printed  in  two  colors,  some- 
what like  the  following:  'Sent  at  your 
request' — it  will  secure  special  attention  to 
your  enclosures."1 

Plan  for  getting  "Here  is  an  idea  that  saves  time  of  the 
special  attention  prospect :  'Attached  to  the  front  page  of  an 
to  booklets  eight-page,  4  by  9  booklet,  was  a  two-page 
letterhead,  size  4  by  Sl/2,  not  filled  in,  but 
printed  by  facsimile  process  just  like  a 
regular  typewritten  letter,  including  signa- 
ture personally  signed.  Thus,  when  the  en- 
velope was  opened,  the  prospect,  at  a  glance, 
got  the  whole  import  of  the  message.  The 
scheme  proved  very  successful.'  Under  the 
letterhead  appeared  this  letter:  'If  your 
product  is  recognized  as  standard  you  will 
undoubtedly  appreciate  the  attached  booklet. 
If  it  is  not,  the  reading  of  this  booklet  may 
give  you  a  new  idea  as  to  how  to  make  it 
so.  Your  very  truly,  ,  Sales  Man- 
ager.' "2 

'Schulze:     "Making  Letters  Pay  System." 
*Schulze:     "Making  Letters  Pay  System." 


PART  SEVEN 


One  of  the  most  common  and  popular 
styles  of  enclosures  is  the  blotter.  The 
great  value  of  the  blotter  lies  in  its  utility. 
It  is  handy  because  of  its  blotting  surface. 
It  lays  upon  the  desk,  face  up,  within 
range  of  the  prospect's  eyes  for  several 
days.  The  second  advantage  of  the  blot- 
ter as  an  advertising  medium  lies  in  its 
low  cost. 

In  blotters  the  advertiser  has  several 
fundamentally  advantageous  features, 
which  usually  result  in  satisfactory 
returns  when  properly  planned,  prepared 
and  distributed. 

The  blotting  utility  should  not  be  con- 
sidered, alone,  of  sufficient  value  to  make 
the  blotter  a  profitable  investment  as  an 
advertisement. 

To  be  effective,  blotters  should  be  so 
prepared  that  they  catch  the  eye  with  a 
striking  cut,  and  pleasingly  deliver  a 
definite  message. 

The  space  for  advertisement  on  the 
ordinary  blotter  is  about  the  same  area 
as  the  space  in  the  average  magazine  ad- 
vertisement. In  a  magazine  advertise- 
ment the  copy  receives  probably  twenty 
times  the  thought  that  is  given  the  aver- 
age blotter.  As  a  result  of  poor  copy, 


Utility  of 
blotters  first 
advantage 


To  be  effective 
must  be  seen  and 
retained 


104 


INTENSIVE  SELLING 


Blotter  copy 
deserving  of 
more  thought 


Good  distribution 
necessary  for 
good  results 


Blotters  should 
be  planned 
in  series 


Single  blotters 
have  slight 
advertising  value 
— the  hammering 
away  counts 


inadequate  display  and  attractiveness,  due 
to  neglect  or  lack  of  the  necessary  ability 
on  the  part  of  the  advertiser,  a  large  per- 
cent of  the  blotters  in  service  today  are 
mediocre  or  frankly  poor. 

Adequate  trained  thought  in  selecting 
ideas,  making  the  layout,  creating  designs, 
preparing  copy,  and  securing  suitable  col- 
or effects  can  be  classed  as  the  first  es- 
sentials in  good  blotter  advertising. 

Good  distribution  is  the  second  es- 
sential. Every  blotter  that  leads  to  a 
sale  must  come  in  contact  with  a  logical 
prospect.  The  list  to  which  blotters  are 
distributed  is  a  feature  that  largely  deter- 
mines results  and  should  be  given  the 
keenest  consideration. 

A  plan  behind  the  blotter  advertising 
is  the  third  essential  that  should  be  con- 
sidered carefully.  Advertising  through 
blotters  should  be  based  on  a  distinct, 
logically  planned  campaign,  covering  an 
issue  of  six  or  more  blotters,  over  a  per- 
iod of  time. 

The  plan  should  be  decided  on  first — 
just  what  the  desired  effects  to  be  accom- 
plished should  be  determined.  Then  the 
list  and  distribution  should  be  anticipated 
and  taken  care  of,  as  the  second  step. 
Each  blotter  in  the  series  should  be  de- 
signed individually  to  convey  strikingly, 
attractively  and  forcefully  some  particu- 
lar sales  thought.  Each  blotter  of  the 
series  should  link  up  with  its  predecessor 
and  successor.  Each  blotter  should  drive 
home  some  thought  or  fact  through  strik- 
ing pictures  and  easily  read  copy. 


INTENSIVE  SELLING 


105 


"There  is  a  lot  yet  to  be  done  to  make 
blotter  advertising  all  that  it  should  be  in 
bringing  results.  The  simple  blotter,  sent 
out  harum-skarum,  has  but  little  more  actual 
advertising  value  than  the  postage  stamp  that 
bears  it,  even  if  it  is  sufficiently  attractive  to 
win  a  place  on  the  desk. 

"First,  learn  to  campaign  with  the  blotter. 
Select  and  size  up  your  field.  Plan  the  lay- 
out and  distribution  as  carefully  as  you 
would  that  of  your  circular  letters,  booklets 
and  catalogs.  Remember  your  blotter  has 
to  go  and  stay  on  the  desk  in  order  to  get 
your  message  across;  and  the  desk  is  mighty 
personal  to  the  man  or  woman  who  uses 
it.  Use  careful  taste  in  the  selection  of  de- 
signs. Have  each  successive  blotter  fit  into 
the  preceding  one — and  into  all  your  adver- 
tising literature — with  a  strong,  culminative 
attraction.  Just  because  it  is  an  inexpensive 
means  don't  make  it  a  cheap  one.  Put  horse 
sense  behind  your  blotter  and  it  will  make 
good.  Human  nature  works  for  it.  It  is 
always  more  profitable  for  anyone  to  use  a 
good  looking,  good  blotting  blotter  than  to 
add  to  overhead  of  office  by  buying  blotting 
paper."1 

There  are  opportunities  for  effective 
blotter  advertising  among  manufacturers, 
wholesalers  and  retailers.  While  blotters 
may  be  sent  out  independently,  as  the 
message,  they  may  be  enclosed  with  let- 
ters, placed  in  booklets  or  folders  or  cata- 
logs, with  invoices  and  statements,  used 
as  "dealer  help"  material  to  reach  the 
consumer,  over  the  imprint  of  the  local 
dealer. 

Since  more  than  seventy-five  percent  of 
the  letters,  statements,  invoices,  booklets, 
catalogs  and  folders  that  go  out  through 
the  mails,  are  under  weight,  these  medi- 


Plans  one 
advertiser 
follows 


How  distribution 
may  be  made 


^Direct  Advertising: 
Derby  Brown. 


"Campaigning  with  the  Blotter,"  by 


106 


INTENSIVE  SELLING 


Medium  can  be 
used  by  almost 
every  line 


How  a  manufac- 
turer made 
blotters 
effective 


urns  can  be  used  as  the  means  of  distrib- 
uting good  blotters. 

The  distribution  is  free — whether  it  is 
used  or  not. 

Blotters  sent  out  with  ordinary  corre- 
spondence, reach  people  who,  we  may  as- 
sume, are  interested  in  the  advertiser's 
goods  or  proposition.  This  being  sub- 
stantially true  there  should  be  no  waste 
circulation.  They  deliver  the  message 
with  less  competition  and  for  a  longer  in- 
terval than  any  magazine  advertisement 
can. 

The  bank,  the  insurance  man,  the  de- 
partment store,  the  florist,  the  milliner, 
the  jeweler — any  retail  store — have  an 
effective  medium  in  good,  well  planned 
blotters. 

" all  have  particularly  good  oppor- 
tunities for  telling  publicity  by  means  of 
good  blotter  advertising.  Every  line  of 
business  can  make  effective  use  of  it,  if  it 
is  treated  properly — even  the  most  prosaic 
machinery  house.  The  manufacturer  of  ag- 
ricultural implements  who  put  out  a  series 
of  twenty-six  blotters,  two  weeks  apart, 
each  with  a  fine  illustration  of  some  one 
section  or  department  of  his  model  factory, 
and  a  few  lines  of  interesting  description — 
never  a  word  of  'buy  my  implements' — 
planted  almost  an  intimate  knowledge  of  his 
buyers  the  country  over.  He  reached  people 
it  would  have  been  impractical  to  get  with 
an  expensive  booklet,  and  aroused  consider- 
able interest  for  the  coming  of  his  expensive 
catalog.  More  effective,  perhaps,  than  a 
booklet  could  have  been — there  were  a  pos- 
sible twenty-six  separate,  distinct  impres- 
sions against  the  booklet's  one."1 


1  Direct  Advertising: 
Derby  Brown. 


"Campaigning  with  the  Blotter."  by 


INTENSIVE  SELLING 


107 


Ship  in  Pioneer  Boxes 

They  nvr  freight  IMOU^C  ol  lictic  •vetfhi.  prevent 
pilferinfc  ere  trembled  :«K-e  •« fwl M lhook> ud 

'i)i-i  i\  F.H  THI:  ixx>i«." 


Blotters 


•Advertise^ 


Printers  i^lHSHS 

'4;^:i;?i"5 


.. 


i'^WMM:^ 


/<>l(leii  Httife  Limiit'd- , 

I     I     T  jr^t'i*  * 

y>  j;sj"taiiioyiii« 


Examples  of  blotters.  This  medium  is  one  of  the  most  common  and 
popularly  used  of  all  mediums,  and  as  a  consequence  the  greatest  care  should 
ae  given  to  the  copy  and  display  on  blotters  to  make  them  especially  effective. 


108 


INTENSIVE  SELLING 


Plan  followed  by 
New  York  hotel 


As  medium  for 
retailers 


A  New  York  hotel  uses  blotters  to 
splendid  advantage.  They  issue  blotters 
attractively  illustrated  in  two  colors  and 
of  a  size  to  fit  into  almost  any  box  of 
writing  paper.  Each  blotter  has  a  unique 
illustration  and  a  quaint  verse  calculated 
to  drive  home  an  impression  of  the  hotel's 
policy,  location  or  service. 

Every  guest  who  leaves  the  hotel  car- 
ries away  one  of  the  distinctive  blotters, 
which  are  issued  in  series. 

Another  hotel  encloses  blotters  with 
especially  attractive  and  distinctive  letters 
to  limited  lists  of  individuals,  soliciting, 
as  well  as  room  accommodations,  patron- 
age for  their  dining  room  service.  The 
letter  tells  the  story:  the  blotters  are 
blank  except  for  the  name  of  the  pros- 
pect, which  is  printed  on  the  blotter  in 
printer's  ink. 

Blotters  are  a  valuable  medium  for  all 
types  of  retailers.  There  are  features  of 
advertising  value  about  every  store  which 
can  serve  as  copy  for  blotters.  The  store's 
speedy  delivery  facilities  can  be  made  the 
subject  of  a  blotter — the  comfort  and  con- 
veniences of  the  waiting  room — season- 
able lines  can  be  featured — mail  order 
business  can  be  solicited. 

It  is  found  that  women  are  especially 
susceptible  to  blotter  advertising.  De- 
partment stores  have  found  it  a  fact  that 
women  like  their  friends  to  know  that 
they  trade  at  high  class  stores,  and  when 
they  receive  attractive  blotters  from  such 
establishments  they  are  apt  to  display 
them  where  they  can  be  seen  by  other 


INTENSIVE  SELLING 


109 


women  who  call  upon  them.  This  feature 
of  blotter  advertising  makes  the  medium 
especially  valuable  in  retail  advertising. 

A  New  York  jeweler  sends  out  blotters 
of  attractive  design  to  a  selected  list  of 
customers.  They  say :  "We  have  always 
found  that,  if  attractively  gotten  up,  blot- 
ters prove  an  excellent  means  of  adver- 
tising. Our  blotters  have  always  been 
admired  and  have  helped  to  bring  us  busi- 
ness in  many  ways." 

In  order  to  keep  before  dealers  and  to 
take  advantage  of  this,  the  personality  of 
his  traveling  salesmen,  a  manufacturer 
sends  out  blotters  on  which  halftones  of 
the  salesmen  making  given  territories  ap- 
pear, together  with  wording,  of  which 
this  is  typical :  "Keep  this !  Use  it  daily ! 
Let  it  serve  as  a  reminder  of  co-operation 
and  service.  Send  me  your  orders  now." 
The  illustration  of  the  salesman  along 
with  the  name  of  the  house  follows. 

A  Boston  shoe  manufacturer  uses  blot- 
ters to  announce  the  mailing  of  his  cata- 
logue and  the  visits  of  his  salesmen.  In 
the  blotters  sent  out  to  announce  cata- 
logues, special  attention  is  called  to  the 
discounts  offered  and  to  the  completeness 
of  the  factory's  in-stock  department. 
Those  announcing  the  salesmen's  visits 
are  sent  out  a  week  before  the  salesman 
plans  to  arrive.  They  feature  the  manu- 
facturer's trade  mark  and  they  point  out 
to  the  dealer  that  his  featuring  a  certain 
shoe  is  the  way  to  draw  the  quality  trade, 
to  better  reputation  and  increase  his 
profits. 


Taking  advantage 
of  personality 
of  traveling 
salesmen 


Used  to  announce 
mailing  of 
catalogs 


110 


INTENSIVE  SELLING 


Blotters  as 
dealer-aid 
mediums 


The  Blottergram 
idea 


Tabloid  house 
organ  on  blotter 


Manufacturers  frequently  offer  blot- 
ters to  their  retailers  for  consumer  dis- 
tribution. Blotters  are  a  good  means  for 
linking  the  manufacturer's  advertising  to 
the  local  store.  Blotters  are  regarded  as 
especially  advantageous  for  this  purpose 
by  some  manufacturers  on  the  basis  that, 
the  home  not  usually  receiving  many  blot- 
ters, the  chances  favor  the  consumer  blot- 
ter being  retained,  and  thus  keeping  the 
advertisement  of  the  local  dealer  and  the 
manufacturer's  products  before  the  con- 
sumer. 

An  advertising  company  uses  blotters, 
issued  monthly,  under  the  title  of  a  "Blot- 
tergram." The  type  matter  on  this  blotter 
is  in  reality  a  miniature  house  organ. 

Other  concerns  have  used  the  blotter 
with  success  in  this  form.  A  large  manu- 
facturing company  sends  out  two  house 
organ  blotters  each  month — one  series  go- 
ing to  banks  and  the  other  to  retailers. 
These  lists  aggregate  over  one  hundred 
thousand  names. 

In  designing  the  original  bank  series 
for  this  company,  it  was  planned  to  issue 
thirteen  numbers,  under  the  title  "Bank 
News."  The  series  was  mailed  to  every 
bank  in  the  United  States  and  Canada. 
Return  postcards  were  clipped  onto  par- 
ticular numbers,  and  so  many  of  the 
postals  were  returned  that  an  additional 
six  blotters  are  now  being  used  to  the 
same  list.  The  Company  says:  "We 
don't  believe  in  all  kinds  of  blotter  adver- 
tising, but  the  right  kind  is  good  and  will 
pay  dividends.  The  entire  series  of  our 
blotter  house  organs  has  produced  more 


INTENSIVE  SELLING 


111 


comment  and  aroused  more  interest  in 
our  proposition  than  any  other  advertis- 
ing we  ever  put  out  for  the  same  pur- 
pose." 

The  house  organ  style  of  treatment  can 
be  adapted  to  the  blotter  to  advantage  in 
several  ways : 

1.  It  is  a  tabloid  house  organ. 

2.  The  advertiser  can  afford  to 
issue  this  kind  of  advertising  every 
month  over  a  year's  campaign. 


Advantages  of  the 
"house  organ" 
blotter  plan 


LETTERGRAM 


CAT 


Tk.  I  in.l.l.,  l!,..i 


BLOTTERGRAM 


These  reproductions  indicate  how  advertisers  are  taking  advantage  of  the 
good  features  of  blotter  advertising  and  printing  a  tabloid  house  organ  on 
blotters.  The  good  results  from  this  kind  of  advertising  are  explained  in  this 
book. 


112 


INTENSIVE  SELLING 


Blotters  used  to 
secure  new 
customers 


3.  It  is  printed  on  a  blotter  and 
the  appeal  should  be  preserved  for 
a  period  of  time  on  account  of  the 
real  usefulness  of  the  blotter. 

4.  As  the  blotter  is  useful — lies 
on  the  desk  in  front  of  the  prospect 
for  a  considerable  time — one  or  more 
audiences  should  be  given  the  mes- 
sages delivered. 

5.  It  combines  the  good  points  of 
blotter  advertising  with  the  value  of 
a  house  organ — strengthened,  often, 
by  brevity. 

6.  It  does  this  at  a  surprisingly 
moderate  cost. 

7.  Selling  features  can  be  played 
up,  if  desired,  with  return  postcards 
enclosed  in   the  carrying   envelope, 
with  invitations  to   reply — requests 
for  literature,  prices,  information  or 
requests  to  have  a  representative  call. 

8.  A  calendar  of  the  month  can 
be  shown  to  give   the  blotter   still 
greater  utility. 

There  is  hardly  a  limit  to  the  different 
businesses  to  which  house  organ  blotters 
may  be  adapted.  In  a  tailoring  com- 
pany's house  organ,  the  "Kahn  Mes- 
senger," the  story  is  told  of  how  one  of 
the  company's  dealers  used  the  blotter 
house  organ  idea  in  securing  new  cus- 
tomers. The  idea  has  been  successfully 
used  by  banks,  laundries  and  retailers 
who  appeal  to  selected  lists. 

" in   trying   to   obtain   direct,   human 

interest  material  for  a  bank  booklet,  I  asked 
a   young   woman   acquaintance    to    tell    me 


INTENSIVE  SELLING 


113 


what,  in  the  service  of  her  bank,  pleased  her 
most.  She  answered:  'Why  the  lovely  little 
blotters  they  send  me  every  month.'  And 
she  meant  it,  although  it  was  hardly  the 
kind  of  information  I  was  after."1 

Blotters  are  considered  a  fair  means 
of  co-operation  with  jobbers  when  used 
in  connection  with  letters.  When  blotters 
are  sent  out  alone  to  this  list  they  seldom 
serve  their  purpose.  Owing  to  the  large 
size  of  the  average  jobbing  house,  the 
mail  is  opened  by  a  clerk  and  forwarded 
to  the  proper  executives.  On  that  ac- 
count, blotters  seldom  reach  the  individ- 
ual in  position  to  take  action  on  particular 
propositions  advertised. 

The  sizes  of  blotters  are  based  on  the 
size  of  blotter  stock  from  which  cut,  and 
upon  the  sizes  of  envelopes  in  which  they 
are  distributed.  Blotter  stock  comes 
from  the  mills  in  the  following  dimen- 
sion: 20  by  25  or  22  by  2Sy2  inches. 
The  usual  blotter  weights  are  100  and 
120-lb.  stocks. 

Blotters  of  convenient  size  for  desk 
use  may  be  cut  from  this  stock  with  little 
waste. 

Blotter  stock  may  be  secured  either 
coated  on  one  side  or  with  blotting  sur- 
face on  both  sides.  The  blotters  which 
have  blotting  surface  on  both  sides  are 
considered  the  most  practical,  useful  and 
convenient,  as  they  serve  equally  well  as 
blotters  on  either  side.  This  frequently 
is  a  convenience  demanded  by  blotter  us- 
ers on  account  of  embarrassing  predica- 
ments which  may  follow  from  blots  on 

Direct  Advertising:    "Campaigning  with  the  Blotter,"  by 
erby  Brown. 


Getting 
cooperation  of 
jobbers  through 
blotters 


Blotter  stock — 
how  sizes  are 
determined 


Good  blotting 
stock  appreciated 
by  business  men 


Coated  stock  used 
when  halftones 
are  printed 


Prime  value  of 
good  illustrations 


Blotter  copy 
should  be  brief 
and  interesting 


Current  calendar 
month  aid  in 
getting  blotter 
preserved 


INTENSIVE  SELLING 

letters  occurring  when  the  non-coated 
blotting  side  is  used  by  mistake. 

The  coated  type  of  blotter  is  used  when 
halftones  are  to  be  printed  on  the  blotter. 

In  designing  blotters  the  first  demand 
should  be  to  attract  attention.  Many  ad- 
vertisers hold  that  illustrations  are  the 
most  effective  material  blotters  can  carry, 
,  and  select  striking  two-color  cuts  to  catch 
the  eye  and  suggest  an  idea  which  a  few 
words  supplement.  The  blotter  is  useful, 
and  lays  on  the  prospect's  desk,  under  his 
eye  for  an  indefinite  time,  it  is  assumed, 
and  a  good  display  should  be  seen. 

Halftones  of  interesting  features  of  the 
factory  or  the  products  or  line  drawings 
may  be  used.  Cuts  designed  especially  to 
attract  attention  are  often  extremely  ef- 
fective even  when  they  have  no  bearing 
on  the  proposition  advertised. 

The  copy,  in  display  blotters  should  be 
brief.  One  sales  idea  should  be  presented 
in  each  blotter — and  that  presented  in  as 
f orcful  a  manner  as  possible,  in  copy  and 
display. 

" This  value  can  be  made  greater, 

possibly,  by  printing  the  current  calendar 
month  on  each  monthly  issue,  and  releasing 
the  mailing  the  first  of  each  month.  Some 
manufacturers  run  a  few  words  of  copy  re- 
garding a  specific  feature  of  the  business  in 
each  issue,  and  believe  that,  over  a  twelve 
months'  period,  the  blotters  serve  to  keep 
them  before  their  list  in  an  excellent  man- 
ner."! 

The  type  set-up  of  blotters  is  very  im- 
portant. There  is  an  opportunity  for  dis- 

»Mail  Advertising  Data  Book. 


INTENSIVE  SELLING 


115 


play  of  originality,  striking  effects  and 
good  taste  in  the  composition.  The  type 
and  the  style  of  set-up  should  conform 
to  the  business  advertised.  The  blotter 
advertising  a  tailor,  catering  to  sporting 
men,  must  necessarily  differ  from  the 
blotter  used  by  a  jeweler  and  catering  to 
discriminating  women. 


Set-up  and  style 
should  conform  to 
list  appealed  to 


PART  EIGHT 

PLANNING  COPY  AND  PREPARING  LITER- 
ATURE TO  PULL  BEST  RETURNS 


Great  care  should 
be  given  copy  for 
enclosures 


Periodical 
changes  keep 
sales  suggestions 
systematically 
before  field 


Since  the  effect  made  by  an  enclosure 
depends  upon  the  impression  made  on 
the  person  receiving  it,  when  a  given 
enclosure  reaches  a  prospect  several 
times,  over  an  extended  period,  its  nov- 
elty wears  off  and  it  becomes  ineffective. 

It  is  advisable  to  plan  enclosures  in 
series  for  six  months  or  a  year  ahead  of 
time — to  give  deliberate  thought,  care  and 
the  necessary  time  to  the  development  of 
the  ideas  and  copy  that  go  into  a  series  of 
enclosures. 

It  should  always  be  remembered  that 
the  measure  of  value  in  enclosures  is 
what  they  will  accomplish  for  the  adver- 
tiser. Ample  time,  care  and  reasonable 
expense  expended  for  enclosures  should 
come  back  many  times  over  in  profitable 
impression  made  on  the  mailing  lists. 

After  the  series  of  subjects  chosen  for 
the  enclosures  has  been  decided  on,  the 
copy  prepared  and  the  enclosures  printed, 
the  enclosures  should  be  released  one  each 
month,  or  according  to  some  plan  of 
periodical  rotation  that  will  provide  a 
systematic  change  of  enclosure  at  fre- 
quent intervals. 

The  designer  of  enclosures  has  the 
widest  latitude  as  to  originality.  They 
may  be  mere  slips  of  paper  from  an  inch 


INTENSIVE  SELLING 


117 


square  to  elaborate  booklets  which  de- 
mand extra  postage. 

A  common  and  economical  enclosure  is 
a  small  slip  of  paper,  preferably  attractive 
stock,  printed  on  one  side  in  two  colors, 
with  a  few  telling  words  well  displayed. 
This  style  is  simple  and  effective  and 
economical.  Some  of  the  most  profitable 
enclosures  ever  used  are  of  this  type. 

Unique  folds  or  ingenious  cut-outs  in- 
crease the  effect  of  enclosures  because 
they  strike  the  reader  as  unusual  and  the 
more  quickly  win  attention.  Since  the 
manner  of  folding  adds  little  or  nothing 
to  the  cost,  it  is  highly  advisable  for  ad- 
vertisers to  give  thought  and  exercise  in- 
genuity to  taking  advantage  of  attractive 
folds. 

In  connection  with  the  physical  side 
of  the  enclosure  and  the  prearranged  plan 
of  distribution,  copy  and  illustrations  are 
vital  considerations. 

Striking  designs,  in  one  or  two  colors, 
add  to  the  effectiveness  of  enclosures,  as 
they  serve  to  aid  in  catching  the  eye,  sug- 
gesting the  sales  message  at  a  glance,  and 
shunting  the  attention  into  the  type  mat- 
ter. Cuts  of  products,  diagrams,  pictur- 
ing uses  or  advantages,  or  spotlighting 
certain  features  of  advertised  products — 
so  they  are  simple  and  quickly  or  easily 
read — make  good  material  for  enclosures 
that  can  be  found  available  in  almost  any 
business.  Stock  cuts  which  are  repro- 
ductions of  high  class  artwork  are  a 
source  of  pleasing  effect  at  moderate  cost 
for  advertisers  who  strive  to  get  the 
utmost  from  their  appropriations. 


Widest  latitude 
for  physical  forms 


Striking  designs 
help  to  win 
attention  and 
give  sales  value 


Good  cuts  liven 
and  make 
distinctive 


118 


INTENSIVE  SELLING 


How  to  determine 
economical  sizes 


How  to  print 
enclosures  with 
other  forms — 
saving  cost  of 
press  work 


"The  effective  enclosure  usually  shows  an 
illustration  or  cartoon  that  suggests  an  idea 
to  the  eye  in  a  two  second  glance — whets  the 
interest  to  read  the  brief  appeal  and  registers 
an  impression  of  the  advertiser  and  his  prod- 
uct upon  the  mind  of  the  reader."1 

The  size  of  enclosures  is  usually  deter- 
mined to  considerable  extent  by  the  stock 
sizes  of  different  book,  cover  and  bond 
papers.  It  is  economy  to  figure  the  size 
of  enclosures  to  cut  to  advantage,  with- 
out unnecessary  waste.  The  sizes  may 
be  cut  to  advantage  from  the  following 
sizes  of  stock:  cover  and  book  papers — 
26  by  29,  24  by  36,  25  by  38,  28  by  42, 
32  by  44 ;  bond  papers,  16  by  21,  17  by  22, 
18  by  23,  19  by  24,  17  by  28.  Some  stocks 
come  in  only  two  or  three  of  these  sev- 
eral sizes. 

By  planning  ahead  of  time — having 
copy  prepared  and  cuts  secured — large 
printing  jobs  come  through  frequently 
which  demand  a  strip  of  wasted  stock — 
frequently  very  high  priced  stock. 

In  such  cases  copy  can  quickly  be  set 
up  to  conform  to  the  dimensions  of  the 
waste  stock,  and  they  may  be  run  off  at 
the  same  time  the  jobs  are  run. 

When  cover  stock  is  run,  the  waste  can 
be  utilized  in  printing  return  postcards, 
effecting  a  material  saving;  and  as  well, 
very  frequently,  in  making  especially  at- 
tractive postcards  possible  at  practically 
the  cost  of  composition. 

It  is  logical  to  believe  that  if  enclosures 
are  worth  preparing  at  all,  they  should 
be  prepared  just  as  attractively  and  force- 

"Homer  J.   Buckley:     Address  before  Ad  Club  at  Des 
Moines,  la. 


INTENSIVE  SELLING 


119 


fully  as  possible.  They  should  be  made 
striking  and  distinctive — so  they  will  be 
seen,  and  win  favorable  attention — and 
be  convincing  in  copy,  so  that  they  will 
deliver  a  message  that  will  prompt  busi- 
ness. 

Effective  enclosures  depend,  next  to 
the  manner  of  distribution,  upon,  first, 
the  arguments  used,  and  second,  the  way 
they  are  set  forth. 

Copy  for  enclosures  should  be  pre- 
pared entirely  from  the  viewpoint  of  the 
group  designed  to  receive  the  literature 
and  whom  it  is  sought  to  interest.  The 
viewpoint  should  be:  "What  will  the 
machine  do  for  me?",  "Why  is  the  serv- 
ice worth  $100  to  me?",  "Why  is  that 
feature  advantageous — to  me?" ,  "Will 
that  device  prove  a  profit-maker  for  me 
— in  my  plant?" 

The  buyer  cares  little  about  informa- 
tion as  to  the  size  of  the  advertiser's  fac- 
tory, the  number  of  years  the  firm  has 
been  in  business,  the  medals  awarded  for 
conspicuous  merit.  What  the  advertiser 
is  interested  in  is  information  as  to  the 
advertised  proposition  applied  to  him  or 
to  his  requirements. 

Bearing  this  in  mind,  the  copy  for  en- 
closures, the  object  of  which  is  to  inter- 
est indifferent  prospects,  should  be  de- 
signed to  do  three  things : 

First:  the  subject  of  the  enclosure 
should  be  determined.  It  is  generally 
best  to  design  each  enclosure  to  exploit 
some  one  definite  point  or  feature  of  the 
proposition,  or,  at  least,  to  feature  some 
special  talking  point.  The  wisdom  of  this 


Careful  thought 
should  be 
given  copy 


Copy  should  be 
written  from  the 
standpoint  of 
the  "other  man" 


Safest  plan  to 
follow  in  building 
good  enclosures 


120 


INTENSIVE  SELLING 


Give  enclosure 
features  to  com- 
mand attention 


Mission  of  cover 
to  catch  the  eye 


Good  illustrations 
assist  in  making 
cover  effective 


is  apparent :  it  concentrates  on  some  one 
strong  buying  argument  or  feature  -rather 
than  confusing  the  prospect  with  a  num- 
ber of  points.  In  a  series  of  folders  a 
succession  of  sales  points  can  be  made, 
one  at  a  time,  and  each  one  impressively. 
The  ultimate  effect  is  satisfactory. 

There  are  instances  where  the  enclo- 
sure should  cover  all  features  of  the 
proposition  with  uniform  display.  Where 
such  enclosures  are  used  there  is  more 
resistance  to  be  overcome  and  direct  re- 
sults are  lessened. 

Having  selected  the  point  to  be  cov- 
ered or  the  idea  to  be  exploited  in  the 
enclosure,  the  next  step  is  to  design  a 
layout  that  will  attract  attention.  The 
safest  plan,  in  doing  this,  is  to  employ 
good  artwork  on  the  cover — or,  by  using 
cuts,  to  show  a  pleasing  originality  in 
designs  or  copy. 

The  mission  of  the  cover  or  front  panel 
of  the  enclosure  is  to  attract  the  eye  and 
hold  attention.  It  is  well  to  have  a  few 
words  of  lettering  suggestive  of  the  idea 
presented :  the  design  can  carry  out  that 
suggested  thought.  However  this  is  not 
necessary.  A  strong  eye-arresting  cut, 
with  a  semi-illustrative  value  serves 
effectively  for  enclosures.  The  adver- 
tised product  can  be  illustrated  on  the 
covers  of  enclosures,  by  halftones  or  line 
cuts :  but  it  is  advisable  to  have  a  figure 
connected  with  the  machines  or  other 
products  advertised  to  suggest  action,  and 
give  the  enclosure  life. 

"A  folder  brings  results  in  direct  relation  to 
its  original  or  striking  makeup,  idea  or  copy. 


INTENSIVE  SELLING 


121 


The  outside  of  the  folder  is  most  important. 
Secure  a  design  that  will  invite  the  reader  to 
look  inside.  Employ  a  catchline  that  applies 
to  your  proposition,  and  yet  shows  the  receiver 
that  the  offer  inside  is  one  that  means  money 
in  his  pocket  to  investigate.  Sometimes  at- 
tention may  best  be  secured  by  arousing  curios- 
ity. For  example,  a  folder  that  produced  the 
greatest  number  of  inquiries  within  the  expe- 
rience of  the  manufacturing  druggist  who  is- 
sued it,  had  as  its  outside  title  the  words : 
"Why  did  you  study  Pharmacy?"  Many  times 
a  folder  is  read  and  kept  because  it  contains 
some  suggestions  to  the  recipient  for  adver- 
tising his  own  business.  Just  remember  that 
while  your  whole  story  is  very  brief  to  you 
it's  a  long  and  usually  uninteresting  tale  to 
the  prospect,  therefore,  the  briefer  you  can 
make  it,  and  yet  tell  convincingly  of  one  or 
two  advantages  of  your  product  or  plan,  the 
greater  the  results."1 

On  the  inside,  pictures  and  copy  should 
present  the  chosen  selling  thought  in  a 
strong,  easily  read,  type  set-up.  While 
a  limitless  license  is  given  in  the  se- 
lection of  stock  and  style  of  com- 
position, and  nature  of  the  presenta- 
tion depends  upon  the  product  advertised, 
it  is  well  to  strive  to  suggest  the  main 
idea  of  the  story  in  headings,  and  back 
these  headings  or  displayed  lines  with  de- 
tails in  smaller  type.  The  advertiser  may 
be  fairly  well  assured,  when  this  is  done, 
that  the  reader,  no  matter  how  quickly 
he  scans  the  page,  should  get  the  gist  of 
the  message.  Should  the  brief  captions 
strike  his  interest  he  can  read  further.  It 
is  obvious,  under  these  conditions,  that 
a  halftone  reproduction  of  an  article  ad- 
vertised counts  for  more  than  many 
words.  Arthur  Brisbane  has  the  idea 

'"Sales  Promotion  by  Mail,"  by  Gridley  Adams. 


Have  catchlines 
that  will  chal- 
lenge interest 


Telling  the  story 
inside — 


Make  every 
caption  tell 
something 


122 


INTENSIVE  SELLING 


Put  the  idea  in 

quickly-read 

headlines 


How  one  copy- 
writer works 


Another  plan  to 
combat  objections 


when  he  says:     "A  picture  counts   for 
more  than  a  million  words — if  it  is  good." 

The  value  of  headlines  and  sub-heads, 
used  in  enclosures,  lies  in  their  stating 
facts  in  a  few  words.  Headlines  inserted 
merely  to  attract  the  eye  serve  the  pur- 
pose weakly.  A  single  word,  such  as 
"Look,"  "Moreover,"  "And  then,"  "Mil- 
lions"— words  beginning  a  sentence  or 
combinations  of  words  that  do  not,  in 
themselves,  state  a  vital  thought,  serve 
only  half  their  purpose. 

One  able  ad-writer,  after  selecting  the 
subject  for  his  enclosures,  classifies  his 
material,  and  writes  down  in  a  brief  list 
the  important  facts  of  the  proposition. 
These  he  arranges  in  such  sequence 
that  the  headings  alone  briefly  tell  the 
story  from  the  beginning  to  the  final  ap- 
peal to  mail  back  the  postcard.  Under 
the  several  headings  and  sub-heads  it  is 
only  necessary  to  amplify  the  thought. 

Another  advertising  man  follows  an- 
other plan.  He  does  not  draw  his  copy 
material  from  the  positive  facts  he  has 
regarding  the  proposition.  He  does  not 
list  the  advantages  of  a  product  and  play 
them  up,  but  he  lists  the  objections  and 
works  out  copy  to  combat  these  points. 
In  doing  this,  the  theory  is  that  the  re- 
sistance is  knocked  from  prospects  and 
the  selling  appeal  at  the  climax  should  be 
more  effective. 

It  is  a  mistake  to  attempt  to  say  too 
much  in  an  enclosure.  Too  much  type 
reduces  sales  value  because  fewer  people 
will  read  it.  By  curtailing  copy  to  a 
reasonable  limitation  the  advertiser  will 


INTENSIVE  SELLING 


123 


have  more  white  space,  better  display, 
and  a  few  points  well  brought  out,  which 
are  more  effective  in  producing  results 
than  many  points  hidden  in  a  confusion 
of  phrases  crowded  in  small  type. 

There  are  four  elements  to  be  con- 
sidered in  enclosures,  as  there  are  in  sales 
literature  of  other  types.  Attention  must 
be  secured,  interest  must  be  awakened, 
desire  must  be  created  and  action  must 
be  induced. 

"On  the  cover  or  first  page  of  the  enclosure 
interest  must  be  awakened — it  is  this  that 
catches  the  eye  first.  This  should  be  striking 
in  design,  type  arrangement  and  colors.  The 
wording  should  be  carefully  chosen  to  make 
a  point  of  contact  with  the  group  appealed 
to,  and  interest  sufficiently  to  cause  the  reader 
to  turn  back  the  cover  and  look  further. 

"On  the  inside,  in  headings  and  sub-heads 
and  pictures,  the  message  should  be  suggested. 
Details  in  smaller  type  should  supplement  the 
display  lines  and  present  phases  of  the  propo- 
sition to  strike  interest  and  create  desire  to 
investigate  further,  to  own  the  article  or  to 
call  at  the  store. 

"The  entire  appeal  should  lead  up  to  a 
climax  in  the  suggestion  to  write  for  particu- 
lars or  do  something  definite.  An  enclosed 
or  attached  postcard  or  order  blank  or  cou- 
pon are  favorite  devices  for  facilitating  re- 
plies through  enclosures  where  direct  replies 
are  desired."1 

The  object  of  many  enclosures  is  sim- 
ply to  secure  publicity  or  impress  some 
distinctive  idea,  feature  or  service  on  the 
prospect,  and  no  direct  reply  or  order  is 
solicited.  In  enclosures  where  a  direct 
return  is  sought  portions  of  the  enclosure 
can  serve  as  an  order  blank. 

lldeas:     No.  1,  by  Flint  McNaughton. 


Story  should  be 
told  in  fewest 
words — brevity 
means  more 
readers 


Every  sales 
enclosure  should 
measure  up  to 
this  plan 


Enclosures  seek- 
ing direct  reply 


124 


INTENSIVE  SELLING 


War  ruling  on 

postcard 

dimensions 


Every  advertiser 
should  know 
facts  about 
postcard  rules 


On  such  portions  a  request  for  litera- 
ture, sample  or  information  or  order  can 
be  placed,  with  the  customary  spaces  re- 
served for  signature  and  address  of  the 
inquirer.  To  facilitate  the  securing  of 
inquiries  when  there  are  several  offers 
or  services,  a  list  of  such  services  is  cus- 
tomarily provided,  with  check  spaces  so 
that  any  desired  information  may  be  eas- 
ily indicated. 

Return  postcards  are  placed  on  the 
same  footing  under  the  war  postal  rul- 
ings as  government  postal  cards,  so  far 
as  postal  rates  are  concerned. 

The  governmental  ruling  to  the  word- 
ing on  the  face  of  the  postcard  is  that 
the  word  "Postcard"  must  be  used,  but 
this  is  varied  by  advertisers  into  "Private 
Postcard"  and  other  wording  which 
serves  to  give  a  character  to  the  card 
and  yet  does  not  likely  violate  the  broad 
federal  ruling. 

They  may  not  be  larger  than  3T9ff  by 
5T^,  nor  smaller  than  2$4  by  4  inches. 
They  are  subject  to  a  two  cent  rate 
whether  they  bear  a  printed  or  a  written 
message. 

When  the  card  bears  the  wording  "Post 
Card"  or  "Private  Mailing  Card"  and 
does  not  come  within  the  sizes  indicated, 
the  rate  will  be  two  cents  if  the  card  be 
entirely  printed,  for  city  delivery,  and 
three  cents  if  wholly  or  partly  in  writing 
for  outside  delivery. 

Cards  not  within  the  sizes  indicated, 
and  not  bearing  the  words  "Post  Card" 
or  "Private  Mailing  Card,"  will  be  car- 


INTENSIVE  SELLING 


125 


ried  for  one  cent  if  entirely  printed,  and 
two  cents  if  the  message  be  written.  Size 
has  now  become  a  governing  factor  in 
the  classification  of  postcards. 

It  is  always  safest  to  get  a  ruling  from 
the  postmaster  as  to  the  postcard  prob- 
lem that  arises,  as  an  error  is  liable  to 
be  seriously  expensive. 

When  government  postal  cards  are 
used  in  large  quantities,  it  is  economical 
to  print  up  a  number  of  cards  at  each 
impression ;  this  permits  presswork  to  be 
cut  down.  For  the  convenience  of  such 
users,  the  government  provides  postal 
cards,  through  all  postmasters,  in  sheets 
of  forty-eight  cards,  to  be  printed  and 
cut  after  printing. 

Nearly  every  business  has  copy  mate- 
rial for  effective  enclosures.  Scores  of 
selling  thoughts  can  be  shaped  up  in  en- 
closure form  and  found  effective  in  in- 
fluencing business. 

"Varying  seasons  bring  on  demand  for  sea- 
sonable needs  or  special  lines.  Economical 
and  sales-influencing  publicity  can  be  given  at 
moderate  cost  through  enclosures  prepared 
with  an  eye  to  timeliness. 

"In  the  spring,  when  the  ground  thaws  out 
and  earth-working  commences  is  the  demand 
time  for  many  tools  and  lines  of  machinery. 
Enclosure  distribution,  through  available  chan- 
nels, beginning  the  last  of  January,  exploiting 
the  advertised  products  and  soliciting  orders 
is  a  splendid  propaganda. 

"Makers  of  jewelry,  outing  goods,  summer 
season  machinery  and  warm  weather  products 
do  well  to  start  enclosures  going  out  early  in 
March.  Likewise,  each  season  can  be  antici- 
pated and  effective  enclosures  advertising 
done. 


Where  to  find 
ideas  for  copy 


Plans  for  reach- 
ing the  right 
individual 


126 


INTENSIVE  SELLING 


Select  a  series 
of  points — 
features  of  your 
business — 


How  different  "Progressive  banks  recognize  the  value  of 

lines  develop  timely   enclosures   sent   out   monthly,   sugges- 

business  through          tions  designed  to  bring  back  more  business, 
enclosures  They  suggest  bank-books  as  birthday  presents 

or  gifts  for  Christmas,  special  notices  of  dis- 
count or  news  features.  On  account  of  the 
bank's  distribution  possibilities,  when  en- 
closures are  strong,  the  results  are  excellent 
in  general  publicity  and  often  produce  trace- 
able business. 

"Department  and  other  retail  stores  use  en- 
closures in  many  ways.  Seasonable  advertis- 
ing through  enclosures  can  be  done  to  advan- 
tage and  a  valuable  distribution  secured 
through  invoices  and  statements  and  letters, 
in  packages,  in  waiting  rooms  and  through 
other  agencies."1 

Subject  matter  for  enclosures,  collected 
after  careful  consideration  of  the  require- 
ments of  manufacturers,  wholesalers  and 
retailers  and  special  service  institutions 
such  as  banks,  brokers,  and  other  lines  of 
business  is  suggested  by  the  following  list. 
These  are  common  topics  on  which  en- 
closures can  be  built. 

From  this  list  the  advertiser  can 
—write  them  up  select  subjects  covering  phases  of  his 
as  enclosures  business  that  can  be  exploited  advan- 

tageously through  enclosures.  This  list 
should  serve  as  a  guide  or  basis,  in  pro- 
viding subjects  for  a  series  of  enclosures 
to  be  distributed  over  a  period  of  time. 

— accuracy 

— adaptability  of  products  to  different  uses 
— advertisements  of  different  products 
— advertising  "dealer  help"  literature  and 

plans 

— advertising  plans 

— ask  for  booklet  or  literature  or  sample 
— bank  references 
— catalogue,  send  for  it 

^Judicious  Advertising:     "Making  Printed    Enclosures 
Selling  Influence,"  by  Flint  McNaughton. 


INTENSIVE  SELLING  127 

— comparisons  as  to  work  or  results 

— "Comeback"  devices 

— comfort 

— convenience 

— cost  of  maintenance 

— diagrams 

— demonstrations 

— dependability 

— different  departments 

— directions  for  operation 

— easy  operation 

— economy  in  first  cost 

— economy  in  long  run 

— educational   articles   as   to  processes   or 
manufacture 

— educational  talks 

— equipment 

— factories 

—factory  facilities  Jdeas  which  can 

—features  of  products  or  operations  be  used  as  basis 

—guarantee  f  or  C°P.V  m 

—health  preparing 

—history  of  house  enclosures 

— how  demand  is  being  created 

— illustration  of  catalog,  booklet  or  litera- 
ture to  be  sent  for 

— illustrations  of  products 

— illustrations  of  applications  of  products 

— individuals  in  organization 

— invitations  to  call  and  investigate 

— listing  products  or  services 

— location  advantages 

— mail  back  postcard 

— methods  of  manufacture 

— news  articles  reproduced 

— persuasive  arguments 

— photos  of  salesmen  used  as  "hook-up" 

— policy  of  house 

— prestige  of  house 

— price 

— price  lists 

— prompt  delivery 

— protection  for  buyer 

— purity 

—reasons  for  value  Changes  of  sea- 

— reference   to   national   and   trade   paper      sons  provide 
advertising  C°PV  appeals 

— results  of  tests 

— results  of  use 


128 


INTENSIVE  SELLING 


Copy  suggestions 
for  enclosures 
for  all  lines 
of  business 


Making  use  of 
type-matter 
used  in  the 
house  organ 


Originality  very 
important  in 
enclosures 


— sanitation 

— satisfaction  given 

— service 

— size 

— special  lines  of  goods 

— special  offers 

— special  uses 

— speed 

— store 

— stories  of  making 

— styles 

— suggestion  to  recommend 

— suggestion  to  reorder 

— suggestion  of  selling  ideas 

— superiority 

— technical  advantages 

— testimonials 

— utility 

— use 

— views  of  factory,  plant,  house,  store,  etc. 

— views  of  departments    of    plant,    house, 

store,  etc. 
— value 

Some  concerns  issuing  house  organs 
"lift"  portions  of  linotype  matter  cover- 
ing short  and  important  articles  and  have 
impressions  run  off  on  proof  paper.  These 
are  used  as  enclosures.  The  effectiveness 
of  these  enclosures  depends  entirely  upon 
the  interest- value  of  the  copy.  This  idea 
often  works  out  to  great  advantage. 
Aside  from  the  value  of  the  enclosure, 
an  indirect  reference  to  the  house  organ 
can  be  made  in  the  credit  line  or  in  the 
form  of  a  note  at  the  bottom. 

Originality  counts  in  enclosures ;  it  is 
this  that  is  especially  effective  in  catching 
attention  and  that  makes  the  message 
seem  different  from  the  usual  and  there- 
fore conspicuous.  Almost  any  business 
can  find  new  and  novel  ways  of  present- 
ing the  often  prosaic  proposition. 

An  example  of  an  enclosure  that  com- 


INTENSIVE  SELLING 


129 


mands  attention  on  the  strength  of  its 
novel    presentation    is    described    here: 

".  .  .  obtaining  the  business  envelope  and 
the  billhead  of  the  electric  light  and  power 
company  in  the  town  where  a  certain  manu- 
facturer had  installed  Hyatt  bearings,  these 
enterprising  gentlemen  actually  made  out  a 
bill  in  the  conventional  manner  for  the  power 
consumer — month  ending  so  and  so,  itemized 
and  formally  correct.  At  the  foot  of  the  bill 
a  few  crisp  statements  were  handwritten,  as  if 
at  the  last  moment,  by  someone  wishing  to  em- 
phasize the  economy  of  the  procedure.  For 
this  bill  for  power  was  not  as  large  as  the 
previous  bills  and  Hyatt  roller  bearings  were 
responsible. 

"My  curiosity  was  piqued  when  I  saw  the 
envelope.  The  light  and  power  company  sig- 
nature on  it  alone  would  have  prohibited 
throwing  it  away.  The  bill  inside  was  quite 
as  formidable,  interesting  and  convincing."1 

A  motor  car  company,  working  on  an 
important  follow-up  list,  was  extremely 
desirous  of  establishing  a  regard  in  the 
prospect  for  the  utmost  conservatism. 
This  was  done  by  sending  the  following 
memo  with  a  marked  booklet : 

"Our  President  put  that  blue  X  cross  after 
the  second  paragraph  of  the  third  page  of 
the  enclosed  folder.  He  was  afraid  our  super- 
intendent had  overstated  a  fact.  The  super- 
intendent called  in  the  car  of  a  user  and  tested 
it  for  our  president's  satisfaction.  Now  Mr. 
Walker  wants  you  to  particularly  note  this 
paragraph.  Find  a  man  who  is  running  a 
and  let  him  show  you." 

It  is  important,  in  sending  requested 
information,  that  the  mail  matter  sent 
goes  to  the  individual  who  has  asked  for 
the  information.  One  advertiser  does 
this  by  placing  a  notice  in  the  upper  left 

^Printers'    Ink:     "New  Ways   of   telling  Old  Stories  in 
Letters,"  by  W.  Livingston  Larned. 


Novel  plan  that 

commands 

attention 


An  interest- 
winning  plan 
that  suggests 
conservatism 


Getting  literature 
to  the  right 
individual 


130 


INTENSIVE  SELLING 


The  "Card  of 
Introduction"  idea 


Making  use  of 
testimonials 


hand  corner  of  the  envelope  to  the  effect 
that :  "This  is  sent  at  the  request  of  Mr. 

."    This  notice,  reproduced  in  bold 

handwriting  is  conspicuous.  All  the  clerk 
has  to  do  in  sending  out  the  letter,  is  to 
fill  in  the  name  of  the  individual  who  in- 
quires. 

Another  original  idea  for  securing  at- 
tention was  practiced  by  a  health  devel- 
opment concern  in  advertising  their  sys- 
tem for  building  up  the  body  and  main- 
taining health.  Their  advertisement  was 
reproduced  in  the  form  of  a  blue  print, 
showing  a  graphic  diagram  of  the  mech- 
anism of  the  human  body.  This  sug- 
gested the  idea  of  building  better  bodies. 
It  was  accompanied  by  a  letter  which  in- 
troduced the  subject. 

A  wholesaler  of  furniture  and  house- 
hold goods  seeks  to  stimulate  retail  trade 
with  a  selected  list  of  hotels  and  larger 
rooming  houses  by  enclosing  a  card,  in 
connection  with  a  letter  reading:  "Card  of 
Identification."  The  card  further  states : 
"This  is  to  certify  that  the  party  whose 
signature  appears  below  is  proprietor  of  a 
hotel  or  rooming  house  and  is  entitled  to 
a  special  low  contract  price  based  on  the 
quantity  needed."  Below  this  is  a  line, 
with  the  request  in  small  type:  "Sign 
your  name  here." 

An  important  weapon  in  selling  pro- 
spective buyers  is  the  letter  of  testimonial 
from  satisfied  customer.  This  is  strong 
evidence  as  to  the  worth  of  goods  and 
provides  material  for  enclosures. 

Small  folders  are  prepared,  with  an  il- 
lustration or  display  on  the  cover  and  tes- 
timonial letters  on  the  inside  panels. 


INTENSIVE  SELLING 


131 


Some  manufacturers  take  advantage 
of  the  psychological  effect  of  a  letter  by 
having  their  testimonial  letter  reduced  to 
convenient  size  to  fit  into  envelopes  with- 
out folding.  This  gives  a  bonafide  ap- 
pearance to  the  testimonial  that  is  valu- 
able. These  can  be  pinned  to  the  letter 
in  such  a  way  that,  in  order  to  see  the  be- 
ginning of  the  letter,  it  will  be  necessary 
to  lift  up  the  enclosure,  thus  assuring  it 
extra  attention. 

This  practical  idea  is  carried  still  fur- 
ther by  a  manufacturer  appealing  to  poul- 
trymen  and  farmers.  He  reproduces  tes- 
timonial letters  together  with  facsimile 
reproduction  of  checks  covering  re-orders 
for  the  product.  This  is  conclusive  evi- 
dence that  the  goods  have  given  the  buyer 
satisfaction;  it  should  have  a  strong  ap- 
peal to  the  prospective  buyers. 

One  retailer  of  haberdashery  got  excel- 
lent results  by  sending  to  a  selected  list 
a  letter  calling  attention  to  his  line  of 
silk  socks  and  enclosing  a  handsome  sock 
for  one  foot.  The  letter  stated  that  if 


Making  use  of 
illustrations 
of  money 


A  haberdasher's 
scheme 


LUUUUUiSiUUUi 


Examples  of  checks  used  in  forcing  replies  by  suggestion  of  money  value 
:ffective  devices  described  in  these  pages. 


182 


INTENSIVE  SELLING 


Working  on 
curiosity 
effective  plan 


Check  marks  to 
give  personal 
attention  effect 


the  prospect  would  buy  half  a  dozen  pair 
the  retailer  would  provide  the  mate  for 
the  sample  enclosed.  This  gave  the  pur- 
chaser seven  pairs  at  the  price  of  six. 

"Now,  to  fix  attention,  arouse  curiosity  and 
get  the  man  to  read  carefully  what  you  have 
said.  To  do  this  I  have  employed  a  number 
of  devices.  The  use  of  a  small  sample  of  blue 
serge  offered,  pinned  to  a  corner  of  the  letter, 
has  been  most  successful."1 

A  wholesale  liquor  dealer,  seeking  to 
give  especial  impressiveness  to  a  side  line 
proposition,  advertised  in  a  circular  which 
was  sent  broadcast,  placed  the  enclosure 
inside  a  manila  envelope  on  which 
he  had  printed  in  red  ink  a  large  question 
mark.  The  idea  was  to  arouse  the  recip- 
ient's curiosity  and  give  the  enclosure 
within  the  envelope  a  better  chance  to 
command  attention. 

A  trust  company,  in  answering  in- 
quiries as  to  its  mortgage  bonds  sends  a 
letter  enclosing  a  booklet  and  an  appli- 
cation blank,  with  the  name  and  address 
of  the  prospect  filled  in.  A  check  mark, 
penned  in,  calls  attention  to  a  space  to 
be  filled  in  by  the  prospect.  This  precise 
suggestion  is  found  effective. 

"...  a  further  touch  was  added  by  the 
use  of  the  order  cards  mentioned  in  these  let- 
ters. Each  card  bore  on  its  upper  left  hand 
corner  a  check  mark  made  by  a  red  pencil. 
This  was  for  the  purpose  of  bringing  these 
orders  directly  to  my  desk  when  they  came  in 
the  mail."2 

In  order  to  combat  the  waste  basket 

Printers'  Ink:  "Making  Circular  Letters  Personal."  by 
L.  B.  Elliott. 

^System:  "80%  of  these  Letters  Succeeded."  by  Carroll 
D.  Murphy. 


INTENSIVE  SELLING 


133 


danger  and  gain  the  letter  attention,  a 
manufacturer  of  motors  frequently  at- 
taches an  imitation  typewritten  slip  to  the 
corner  of  form  letters.  The  memoran- 
dum reads : 

"The  waste  paper  basket !  That's  the  easiest 
way  to  dispose  of  this  letter.  But  the  easiest 
way  will  never  increase  your  sales  or  profits. 
Don't  miss  a  real  opportunity  by  taking  the 
easiest  way.  Take  the  time  to  read  this  letter. 
We  want  you  for  a  good  customer,  but  only 
after  we  have  convinced  you  that  you  need 
Crocker  Wheeler  Motors.  Read  and  be  con- 
vinced." 

Another  endeavor  along  this  line  is 
practiced  by  a  printing  house.  They  issue 
an  attractively  printed  slip  which  they 
clip  onto  their  form  letters.  Its  text: 

"An  Explanation  1  The  letter  enclosed  here- 
with is  a  form  letter,  but  it  is  none  the  less 
worthy  of  your  personal  attention.  We  have 
a  mailing  list  of  whose  personnel  we  are 
proud,  and  if  our  perseverance  in  calling  our 
facilities  to  your  attention  should  at  any  time 
be  annoying,  we  beg  indulgence  on  the  score 
of  our  real  desire  to  serve  you — a  desire 
springing  from  the  knowledge  that  only  there- 
by may  we  serve  ourselves." 

A  valuable  enclosure  application  for 
securing  attention  is  found  in  the  use  of 
enclosures  on  which  a  special  memoran- 
dum or  message  is  reproduced.  These 
frequently  appear  on  forms  used  for  office 
memorandums,  headed  "Memo,"  "Office 
Memorandum"  or  "Data  Sheet,"  with 
various  lettering  and  blank  spaces  for  the 
name  of  the  party  addressed,  the  subject, 
date  and  signature  of  sender.  These  are 
frequently  printed  on  tinted  stock  to  con- 
trast with  the  white  letter  to  which  it  is 
attached. 


Using  frank 
appeal  to  win 
reading 


Plan  used  by  a 
printing  house 


Memorandum 
forms  used  as 
enclosures 


184 


INTENSIVE  SELLING 


Win  special 
attention  through 
personal  appeal 


Imitation  hand 

written 

enclosures 


Hooking  up 
booklets  with 
suggestion  to  act 


These  have  a  decided  value  in  gaining 
special  attention  to  the  literature  to  which 
they  are  attached,  because  of  the  sugges- 
tion of  personal  communications  which 
the  memorandum  slips  carry.  The  mes- 
sage on  them  is  brief  and  quickly  read. 
This  message  tends  to  arouse  interest  to 
the  extent  of  reading  further  details  of 
the  communication  in  the  letter  to  which 
they  are  pinned. 

A  variation  of  this  plan  is  found  in  en- 
closures bearing  imitation  hand-written 
memoranda.  A  motor  car  manufacturer 
employs  this  device,  attached  to  a  several- 
page  letter  communication.  One  such 
slip,  in  the  handwriting  of  the  president, 
reads :  "This  is  for  your  own  confidential 
information,  so  that  you  may  know  the 
present  situation  concerning  the  shortage 
of  Packard  Cars." 

A  manufacturer  sends  out  a  card,  with 
a  booklet  illustrating  white  enameled 
scales.  The  card  reads : 

"A  Christmas  Suggestion !  Have  you 
thought  of  a  beautiful  white  enameled  scale 
for  the  bathroom  as  a  Christmas  present?  We 
can  furnish  one  directly  from  our  factory  from 
$15  to  $21.  We  shall  be  pleased  to  have  you 
look  over  the  enclosed  pamphlet,  and  either 
telephone  or  write  us." 

A  steel  company  in  Chicago  gives 
prominence  to  special  features  which  are 
announced  from  month  to  month  by  tip- 
ping a  slip  on  the  covers  of  the  house 
organs  in  which  their  announcement  is 
made. 

Another  house  organ  editor  gives 
special  prominence  to  notices  by  having 


INTENSIVE  SELLING 


185 


the  notice  printed  in  chosen  colors  of 
stock  and  inserted  as  a  slip  enclosure  in 
the  house  organ. 

On  the  theory  that  "Money  talks"  vari- 
ous order  blank  schemes  are  arranged, 
whereby  the  physical  basis  of  the  device 
is  a  check  or  a  rough  imitation  of  cur- 
rency in  the  shape  of  a  coupon. 

To  insure  the  interest  of  the  prospects 
and  to  remove  resistance  to  initial  orders 
checks  are  made  use  of  in  the  mail  selling 
plans  of  many  firms. 

One  Chicago  liquor  dealer  made  an 
offer  of  one  barrel  containing  one  hun- 
dred and  twenty  bottles  of  his  goods  to 
prospective  dealers,  with  the  understand- 
ing that,  to  introduce  the  goods  to  them, 
on  all  first  orders  a  rebate  of  sixty  cents, 
or  the  price  of  twelve  bottles,  would  be 
allowed  them.  As  evidence  of  this,  a 
check  for  sixty  cents  was  enclosed,  en- 
tirely bonafide  except  for  the  signature  of 
the  advertiser.  The  actual  check  form  of 
this  appeal  suggested,  in  its  physical  ap- 
pearance, a  cash  rebate,  and  was  an  influ- 
ence in  securing  highly  satisfactory 
results. 

A  similar  idea  is  referred  to  by  the 
following  extract  reference  to  a  check 
enclosure  scheme  tested  out  against  a 
"coupon"  idea  on  a  letter  by  a  manufac- 
turer of  veneer: 

"My  first  letter  was  a  double  page  affair 
with  a  coupon  in  the  corner,  and  a  big  red 
arrow  running  through  the  whole  thing.  This 
was  supposed  to  direct  attention  to  the  coupon. 

"It  went  out  first  class  and  we  got  about 


House  organ 
methods 


Using  a  check 
enclosure  to 
bring  first  orders 


Test  of  letter  and 
coupon  against 
letter  and  check 


136 


INTENSIVE  SELLING 


3%  returns  from 
letter  compared 
to  37%  in  favor 
of  check  enclosure 
mailings 


fifty  replies,  better  than  3%,  and  all  were  worth 
while  concerns.    We  sent  them  all  a  sample. 

"I  wrote  another  letter.  It  was  processed 
on  a  plain  letterhead,  bearing  an  illustration  of 
our  box,  and  read  as  follows : 

"  'When  John  Wanamaker  said,  "Time  is 
money,"  he  certainly  hit  the  nail  right  on  the 
head. 

"  'Both  your  time  and  our  time  is  money. 

"  'We  are  willing  to  pay  for  your  time,  and 
for  this  purpose  we  are  enclosing  our  check 
made  to  your  order  for  30c. 

"  'What  we  want  you  to  do  is  to  endorse  this 
and  mail  it  to  us.  We  will  accept  it  in  pay- 
ment for  the  express  on  a  sample  Goo  Ship- 
ping Box,  and  in  addition  to  this  we  will  fur- 
nish the  box. 

"  'We  want  you  to  see  a  sample  of  this 
package  because  we  feel  sure  that  it  will  help 
you  in  your  business.  The  Goo  Shipping  Box 
has  been  increasing  and  holding  trade  for  a 
large  number  of  concerns,  foremost  among 
which  is  the  National  Candy  Co.,  of  St.  Louis, 
Mo.  They  have  purchased  a  carload  a  month 
for  over  a  year. 

"  'You  owe  it  to  yourselves  to  at  once  endorse 
the  check  and  mail  it  to  us.  And  then  you 
should  carefully  examine  the  possibilities  of 
the  sample  Goo  Box  which  we  will  send  you. 

"  'Very  sincerely,' 

"With  the  letter  went  a  check,  properly  filled 
in  and  signed.  The  amount  was  30  cents. 

"A  total  of  37%  of  the  sixteen  hundred 
names  came  across  and  either  told  us  that  we 
might  send  a  sample  or  told  us  there  was  no 
chance  of  their  using  the  package."1 


^Postage:     "Selling  a  \fercaniile  Accessory  by  Mail."  by 
A.  D.  Patchen. 


INTENSIVE  SELLING 


137 


Advertisers  have  used  the  "time 
is  money"  appeal  in  gaining  attention  to 
their  letters.  Where  an  important  propo- 
sition was  placed  before  a  selected  list, 
from  which  responses  meant  profitable 
business,  one  dollar  bills  have  been  en- 
closed for  the  purpose,  the  letter  states, 
of  paying  for  the  necessary  time  required 
in  giving  attention  to  the  letters.  Cur- 
rency, as  an  enclosure  undoubtedly  se- 
cures one  hundred  per  cent  attention  to 
the  letter.  A  large  per  cent  of  the  bills 
usually  come  back,  with  letters  that  serve 
as  the  desired  "leads." 

"A  company  selling  stationery  supplies  re- 
cently sent  out  an  advertising  letter  which 
received  immediate  attention  and  which  was 
very  effective. 

"The  letter  was  registered,  and  the  first 
thing  that  met  the  eye  of  the  man  who  opened 
it  was  a  crisp  one-dollar  bill,  attached  to  which 
was  the  statement  that  the  money  was  sent 
to  recompense  the  recipient  for  the  time  re- 
quired to  read  the  letter  carefully."1 

This  idea  is  used  with  dimes  instead 
of  dollar  bills,  and  one  publishing  house 
has  made  use  of  bright  pennies,  attached 
to  the  letterhead,  to  defray  the  return 
postage. 

lPostage:     "Some  Successful  Sales-Letter  Strategies,"  by 
Louis  Victor  Eytinge. 


Making  money 
talk  and  bring 
orders 


Buying  interest 
with  money 


138 


INTENSIVE  SELLING 


To  publications 


To  individuals 


To  business  houses 


ACKNOWLEDGM  ENT 

Indebtedness  is  acknowledged  to  many 
individuals,  publications  and  business 
concerns  for  valuable  information  and 
interesting  statements  bearing  on  the 
phases  of  intensive  advertising  and  sell- 
ing treated  in  the  pages  of  this  book. 

Among  the  publications  we  have  reproduced 
extracts  from  Printers'  Ink,  Advertising  6" 
Selling,  System,  Postage,  Selling  Aid,  the 
Mailbag,  Impressions,  Judicious  Advertising, 
New  York  World,  Progressive  Papers,  Ous- 
ley's  Magazine,  Sales  Promotion  by  Mail, 
Associated  Advertising,  Direct  Advertising, 
Mail  Advertising  Data  Book,  and  Ideas,  a 
house  organ. 

Among  the  individuals  who  have  given  val- 
uable information  and  to  whom  reference  is 
made  in  these  pages  may  be  mentioned  :  Homer 
J.  Buckley,  H.  J.  Barrett,  Geo.  W.  Billings, 
Norman  Lewis,  Maxwell  Droke,  Cameron 
McPherson,  Wm.  H.  Herring,  Louis  Victor 
Eytinge,  H.  I.  Wildenberg,  James  Wallen,  Tim 
Thrift,  A.  H.  Billstein,  Lewis  E.  Kingman, 
C.  D.  Grain,  Jr.,  Mac  Martin,  J.  A.  Priest, 
Gridley  Adams,  H.  T.  Wheelock,  Derby  Brown, 
W.  Livingston  Larned,  Carrol  D.  Murphy, 
L.  B.  Elliott,  A.  D.  Patchen,  W.  P.  Warren, 
Arthur  Gray,  Robert  C.  Fay,  John  H.  Clayton, 
Robert  E.  Ramsay,  Paul  M.  Bryant. 

Indebtedness  is  also  acknowledged  to  the 
following  business  concerns  from  whose  liter- 
ature extracts  have  been  reproduced  or  ideas 
borrowed :  Buckley,  Dement  &  Co.,  Chicago ; 
Hampshire  Paper  Co.,  South  Hadley  Falls, 
Mass. ;  Burroughs  Adding  Machine  Co.,  De- 
troit, Mich.;  Schulze,  "Making  Letters  Pay 
System;"  S.  D.  Warren  &  Co.,  Philadelphia, 
Pa.;  Ross-Gould  Company,  St.  Louis,  Mo. 


ALPHABETICAL  SUMMARY 


Adding  stability  to  business  by 
weakening  salesmen's  personal 
control  through  advertising 12 

Advantages  of  house  organ  blot- 
ters   ...1 1 1 

Advantages  of  supplementary  mail 
selling  campaign  to  aid  sales- 
men    12 

Advertising  coming  events  through 
poster  stamps  and  stickers 33 

Advertising  in  United  States — total 
annual  expenditures 3 

Applications  of  enclosures  to  many 
uses  21 

Assisting  dealers  to  build  trade — 
through  co-operative  advertising..  15 


B 


Bankers  experience  in  enclosure 
advertising  25 

Blottergrams — what  they  are  and 
where  advantageous 110 

Blotters — advantages  as  advertising 
mediums  103 

Blotters — advantages  of  planning 
in  series  for  best  results 104 

Blotters — as   dealer   aid   mediums.. 110 

Blotters — copy  should  be  given 
careful  thought 104 

Blotters — how  good  illustrations 
produce  better  results 114 

Blotters — how  to  determine  stock 
sizes  that  cut  to  advantage 113 

Blotters — how  to  secure  distribu- 
tion   104,  105 

Blotters — importance  of  good  blot- 
ting stock 113 

Blotters — plans  for  making  blotters 
seen  and  retained 103 

Blotters — secrets  in  copy  prepara- 
tion   1 14 

Blotters — used  to  announce  mail- 
ings of  catalogs 109 

Blotters — using  calendars  as  inter- 
est-aids   1 14 

Blotters — where  to  find  good  copy 
108 

Blotters — wholesaler's  plan  for  tak- 
ing advantage  of  personality  of 
traveling  salesmen 101 

Booklet  titles  that  arouse  curiosity.. 100 

Booklets — advantage  of  —  in  con- 
nection with  letters ...  94 


Booklets — advantages  over  sales- 
men    86 

Booklets — as  effective  sales  medi- 
ums    86 

Booklets — distribution  always  avail- 
able   _ 86 

Booklets — distribution  can  be  found 
where  _ 86 

Booklets — effective   as   enclosures..  48 

Booklets — expense  conserved  by 
designing  so  no  envelope  is 
needed  93 

Booklets — how  influenced  sale  in 
Saturday  Evening  Post  adver- 
tisement    91 

Booklets — how  salesmen  can  use 
them  to  advantage 86 

Booklets — how  distribution  should 
be  planned 87 

Booklets — how  to  make  education- 
al mediums  in  follow-ups 90,  91 

Booklets — how  to  select  best 
stock  97 

Booklets — insuring  them  reaching 
proper  persons 95 

Booklets — issued  in  series  over  a 
period  of  time 87 

Booklets — making  more  effective 
through  return  postcards 93 

Booklets — marking  portions  to 
make  particular  appeals  win 
especial  interest 95 

Booklets — physical  style — odd  siz- 
es    96 

Booklets — plan  of  bookdealer  for 
getting — read  95 

Booklets — plan  for  getting  special 
attention  102 

Booklets — read  from  selfish  inter- 
est    92 

Booklets — stock  from  which  best 
cut 97 

Booklets — style  should  be  suited 
to  proposition  advertised 98 

Booklets — test  showing  compara- 
tive value  of  booklets  and  other 
enclosures  48 

Booklets — use  of  cuts  to  win  at- 
tention   101 

Booklets — used  to  determine  value 
of  trade  paper  advertising 88 

Booklets — used  to  increase  inquir- 
ies from  magazine  and  trade 
paper  advertising 88 

Booklets — valuable  as  means  of 
explaining  proposition  to  inquir- 
ers    90 


INTENSIVE  SELLING 


Booklets — value  of  color  in  print- 
ing    101 

Booklets — why  they  pull  better 
than  folded  enclosures 49 


Calendars  for  desk  use  as  enclos- 
ures in  house  organs 84 

Captions — suggest  the  sales  idea  in 
captions  or  subheads 121 

Catalog  expense  conserved  by  hav- 
ing booklets  serve  as  catalogs  for 
lines  of  goods 94 

Catalogs — getting   them   preserved..  32 

Catalogs — how  wholesaler  increas- 
ed sales  25%  through  supple- 
mentary mail  order  methods 12 

Catalogs — use  of  poster  stamps  to 
get  distribution  of  special 37 

Census  figures  as  to  printing  in- 
dustry in  1914 6 

Check  enclosures  with  letter  in- 
crease returns  ten  times 135 

Checks — in  facsimile  as  induce- 
ment to  order 63 

Checks — getting  advertising 
through  distribution  of  checks..  34 

Circular  as  enclosure— comparative 
value  when  used  with  letters 48 

Collection  plan  to  induce  prompt 
payment  26 

Complimentary  ticket  cards  for  in- 
teresting new  customers 26 

Concentrating  on  one  product 
through  package  inserts 67 

Conventions — taking  advantage  of 
events  to  cement  trade 36 

Copy — brevity  an  advantage  in 
most  enclosures 123 

Copy — for  enclosures — where  to 
find  ideas 125 

Copy — ideas  for  use  in  direct  ad- 
vertising literature 126 

Copy — plan  to  follow  in  writing 
enclosures  119 

Copy — placing  lengthy  data  before 
busy  purchasing  agents  so  it  will 
be  noted  and  retained 53 

Copy — printed  display  often  more 
effective  than  letters 45 

Corporations — how  advantage  is 
taken  of  distribution  of  state- 
ments    39 

Coupons  attached  to  premium  lists..  63 

Creating  new  business  through 
package  inserts 56 

Customers-y-cashing  in  on  them  by 
mail  selling  and  advertising 13 

D 

Dealer  aid — enclosures  used  to  in- 
terest dealers  through  general  ad- 
vertising prospects 35 


Dealers'  clerks — reaching  and  influ- 
encing them  to  push  goods 72 

Dealers — hooking  them  up  to  pros- 
pects for  low  priced  commodity..  35 

Dealers — influencing  dealers 
through  package  inserts 71 

Dealers — made  to  force  jobbers 
through  package  insert  campaign  60 

Dealers — selling  national  advertis- 
ing to  dealers  through  direct 
methods  IS 

Devices  for  getting  suggestions  for 
house  organ  copy 78 

Direct  advertising  in  U.  S. — total 
annual  expenditures 4 

Distribution  of  enclosures  —  large 
opportunity  which  costs  nothing..  19 

Distribution  of  enclosures  —  many 
channels  that  can  be  taken  ad- 
vantage of 20 


"Easy  payment"  plan  used  for  in- 
teresting customers 28 

Effect  of  enclosure  slips  on  those 
appealed  to 53 

Enclosing  carbons  as  spur  to  get 
prompt  replies 29 

Enclosure  series  planned  to  accom- 
plish specific  results — experience 
of  one  concern 21 

Enclosures — attached  to  letters  by 
gummed  slip 53 

Enclosures — distributed  in  house 
organs  73 

Enclosures — evidence  they  are  seen 
by  interested  individuals  in  firms  52 

Enclosures — how  one  advertiser  in- 
creased returns  40%  through  en- 
closures    42 

Enclosures — how  sales  were  in- 
creased 7l/t%  through  enclosures  43 

Enclosures — how  to  place  in  evel- 
ope  51 

Enclosures — how    to    test    out 42 

Enclosures — ideas  for  securing  re- 
orders    64 

Enclosures — insuring  their  being 
inserted  properly 53 

Enclosures — one  better  than  sever- 
al    50 

Enclosures — opportunity  for  en- 
closures with  letters 41 

Enclosures — used  by  telephone 
companies  24 

Enclosures — what   they   are 18 

Enclosures — where  they  may  be 
used  41 

Envelopes  as  curiosity-arousers  for 
enclosures  132 

Envelopes — when  under  weight, 
chance  to  win  business  through 
enclosures  ...  ...  41 


INTENSIVE  SELLING 


141 


Essentials  to  observe  in  preparing 
enclosure  copy 120 

Executives — 77%  look  over  incom- 
ing mail  personally 52 


Fewer  salesmen's  calls  necessary 
when  mail  advertising  supple- 
ments man  selling 12 

Finding  prospects  for  special  lines 
of  goods 38 

Finding  prospects — how  one  manu- 
facturer secured  2,500  customers 
from  8,500  prospects 14 

Follow-up  systems — what  they  are..  15 

Follow-ups — importance  of  practical 
systems  15 


Getting  additional  information  for 
sejling  with  inquiry 32 

Getting  business  that  previously 
went  to  competitors — how  whole- 
sajer  won  it  through  catalogs 12 

Getting  data  retained — one  manu- 
facturer's plan 53 

Giving  especial  personal  element 
through  check  marks 132 

Gummed  slips  to  remind  stenog- 
raphers to  enclose  literature  with 
letters  53 

H 

Haberdashers  plan  for  interesting 
customers  131 

Hotelsr— opportunity  for  subtle  ad- 
vertising through  enclosures 34 

House  organ  distribution — how  to 
take  advantage  of  it 73 

House  organ  enclosures — ideas  for 
copy  73 

House  organs — distribution  of  filing 
cards  84 

House  organs — enclosing  order 
blanks  to  suggest  orders 80 

House  organs — featuring  special 
messages  through  tipped  on  slips  82 

House  organs — rinding  out  what 
kind  of  editorial  matter  interests 
the  list  most 77 

House  organs — finding  out  which 
departments  are  liked  the  best....  80 

House  organs — getting  sales  infor- 
mation and  leads  for  salesmen 
through  enclosures 81 

House  organs — giving  notices  spe- 
cial prominence 134 

House  organs — methods  for  cor- 
recting mailing  lists  and  keeping 
them  up  to  date 78 


House  organs — offering  limited 
subscription  to  bring  come- 
back requests 80 

House  organs — plans  for  inducing 
dealers  to  sell  goods  through 
window  displays 82 

House  organs — p  Ian  for  offering 
premiums  for  names  of  pros- 
pects    80 

House  organs — plans  to  get  house 
organs  read  by  several  individ- 
uals   81,  82 

House  organs — possibilities  for  co- 
operative advertising  through  en- 
closures    83 

House  organs — using  return  post- 
cards to  get  direct  returns 74 

How  analysis  of  enclosure  possibil- 
ities is  made 18 

How  enclosures  are  made  to  serve 
double  purpose 23 

How  coupons  are  used  to  build 
sales  63 

How  direct  advertising  cuts  cost  of 
selling  through  men 11 

How  direct  advertising  may  be  ap- 
plied    10 

How  enclosures  closed  out  stock  of 
couches  and  dictionary 23 

How  manufacturer  increased  sales 
and  built  up  live  mailing  list 
through  a  booklet 92 

How  manufacturer  marketed  new 
product  through  package  inserts 
in  spite  of  dealer  opposition 58 

How  one  advertiser  plans  his  blot- 
ter campaign 105 

How  one  firm  reduced  average  of 
salesmen's  calls  to  make  sale 
from  seven  to  five 11 

How  one  manufacturer  made  blot- 
ters effective  in  pulling  business. .106 

How  one  manufacturer  met  war- 
time economy  demands 94 

How  to  determine  economical  sizes 
for  enclosures  and  booklets 118 

How  to  get  direct  orders  through 
enclosures  124 

How  to  get  literature  to  the  inter- 
ested individual 129 

How  to  select  best  stock  for  book- 
lets    97 

I 

Imitation  hand  written  enclosures, 
when  most  effective 134 

Importance  of  hooking  up  booklets 
with  suggestion  to  act 134 

Incoming  mail — how  many  enclos- 
ures reach  executives 52 

Increasing  use  of  foodstuffs  through 
suggested  receipts 66 


142 


INTENSIVE  SELLING 


Inducing  customers  to  check  more 
than  one  artjcle 76 

Inquiries — getting  prospective  buy- 
ers into  local  dealers  stores 35 

Inserting  enclosures  in  envelopes — 
one  or  two  enclosures  better  than 
more  SO 

Interesting  customers  in  other  lines 
through  enclosures 46 

Introducing  a  proposition  by  mail 
— plan  used  by  financial  house....  47 

J 

Jobber  co-operation  secured  through 
package  inserts 60 

Jobbers — gaining  their  co-operation  16 
obbers  salesmen — winning  their 
jnterest   through   direct  advertis- 
ing      16 

K 

Keeping  dealers  posted  as  to  ad- 
vertising and  goods 20 

Keeping  sales  ideas  systematically 
before  field....  116 


Making  use  of  facsimile  check 
schemes  to  bring  first  orders 135 

Method  of  making  house  organs 
more  effective  by  getting  reading 
by  more  than  one  individual. ...81,  82 

Money — making  use  of — to  secure 
attention  of  strangers 137 

N 

Name  of  friend  as  means  to  wedge 
into  attention 48 

Narrowing  down  mailing  list — how 
a  list  of  8,500  was  reduced  to 
2,500  in  one  mailing 14 

National  advertising — getting  deal- 
ers to  take  full  advantage  of 
such  publicity 16 

New  products — how  demand  was 
secured  through  mail  order  dis- 
tribution of  package  inserts 58 

o 

Order  blanks  as  package  inserts 64 

Orders  secured  direct  through  ad- 
vertising    10 


Leaflets — comparative  value  of  leaf- 
let as  enclosure  when  used  with 
letters  48 

Letters  and  enclosures  more  effec- 
tive than  letters  alone 46,  49 

Letters — copy  should  arouse  inter- 
est— details  given  on  supplement- 
ary enclosures 44,  45,  46 

Letters — copy  should  be  divided 
between  letters  and  enclosures 
to  insure  highest  reading 44 

Letters — double  spaced  letters  often 
most  effective 44 

Letters — opportunity  for  valuable 
enclosure  advertising 41 

Letters — short  letters  most  effective 
generally  45 

Letters — weak  letters  given  strong- 
er pull  through  good  enclosures..  46 

Letters — when  letters  can  be  short,- 
when  long 43 

Letters — why  short  letters  often 
best  44,  45 

M 

Magazine  advertising — how  book- 
lets used  to  increase  returns 88 

Mailing  list — reducing  general  lists 
to  known  prospects 14 

Making  impression  given  by  book- 
lets valuable  whether  read  or 
not  ..  ...  88 


Package  inserts — advertising  allied 
products  to  create  increased  dis- 
tribution   56,  67 

Package  inserts — always  seen  when 
package  is  opened 56 

Package  inserts — as  developers  of 
good  will  and  prestige 68 

Package  inserts — classifications  of 
kinds  62 

Package  inserts — enclosing  samples 
of  other  products  as  means  of 
securing  new  orders 68 

Package  .inserts — evidence  shows  i,t 
profitable  55 

Package  inserts — great  advantage 
of  distribution 55 

Package    inserts — how    attached....  55 

Package  inserts — how  products 
have  been  marketed  through 58 

Package  inserts — how  publisher 
secured  names  of  prospective 
buyers  through  package  inserts..  70 

Package  inserts — how  they  brought 
names  of  dealers'  jobbers 60 

Package  inserts — logical  place  for 
instructions  66 

Package  inserts — making  it  an  ed- 
ucational medium 67 

Package  inserts — reaching  and 
winning  dealers'  clerks 72 


INTENSIVE  SELLING 


143 


Package  inserts — receipt  books  ef- 
fective for  foodstuff  advertising..  66 

Package    inserts — two    objectives....  56 

Package  inserts — used  to  influence 
dealers  71 

Package  inserts — used  to  secure 
jobber  co-operation 60 

Package  inserts — use  of  return  post- 
card    57 

Package  inserts — using  guarantee 
as  talking  point 69 

Package  inserts — when  enclosed 
in  parcel  post  packages 71 

Pasters — advantageous  in  many 
ways  29 

Physical  forms  of  enclosures — wide 
latitude  possible 117 

Pink  slip  follow-up  that  produced 
exceptional  returns 27 

Plan  for  getting  booklets  read 27 

Plan  for  winning  good  will  through 
package  inserts  used  by  United 
Cigar  Company 69 

Plan  of  blotter  advertising  follow- 
ed by  New  York  hotel 108 

Plan  of  telephone  company  for  tak- 
ing advantage  of  monthly  state- 
ment distribution 24 

Plans  for  writing  copy 122 

Postcard  dimensions — war  ruling....! 24 

Postcards — printing — in  sheets 125 

Postcards — used  to  bring  back  in- 
quiries and  specific  sales  infor- 
mation   _65 

Poster  stamps  as  advertising  medi- 
ums   '. 36 

Poster  stamps — as  seals  for  pack- 
ages and  envelopes 39 

Poster  stamps — basis  of  dealer  ad- 
vertising campaign 38 

Poster   stamps — copy   possibilities..  37 

Poster  stamps — how  given  distri- 
bution    37 

Poster  stamps — starting  "Collec- 
tion" fad  among  children 38 

Poster  stamps — used  on  letter- 
heads   38 

Postoffice  rulings  on  return  post- 
cards and  mailing  cards 124 

Premium  coupons  as  inducement 
to  buy  goods 63 

Premium  coupons — how  placed  on 
goods  63 

Premiums  offered  for  names  of 
prospects  80 

Printing  enclosures — how  to  reduce 
cost  materially 19 

Prospects — reaching  and  influenc- 
ing them  by  mail 13 

Provisional  order  blank  plan  for 
securing  sales  leads 81 

Putting  sales  value  in  booklets 100 


R 

Receipt  books — plan  for  distribu- 
tion that  pays  for  advertising 67 

Reprinting  enclosures  from  forms 
used  in  printing  house  organ 128 

Retailers'  enclosures — for  bringing 
customers  into  the  store 26 

Retailer  orders  by  mail  to  keep 
stock  up  to  date 13 

Return  postcard — as  back  page  of 
booklet  cover 93 

Return  postcard — getting  inquiries 
for  more  than  one  item 76 

Return  postcard — how  applied  to 
house  organs 74 

Return  postcards — used  as  package 
insert 57,  64 

Return  postcard — using  in  connec- 
tion with  booklets 93 

Right  way  to  place  enclosures  in 
envelopes  51 


Salesmen — how  to  save  salesmen's 
time  through  direct  advertising..  11 

Salesmen — securing  their  co-opera- 
tion in  supplementary  mail  selling 
methods  12 

Samples — advantages  of  enclosing, 
when  possible,  in  letters  as  sales 
aid  46 

Samples  of  other  products  enclosed 
as  means  of  increasing  demand..  68 

Sample  page  of  catalog  as  means 
of  securing  orders 31 

Saving  correspondents'  time  by  en- 
closing carbon  of  letter 29 

Saving  expense  by  printing  enclos- 
ures on  waste  stock 118 

Scheduling  enclosure  advertising — 
how  one  company  plans 25 

Securing  names  of  dealer's  jobbers 
through  package  inserts 60 

Securing  new  customers  through 
use  of  blotters 112 

Securing  market  information  and 
data  on  which  to  base  selling 
plans  14 

Securing  prospects  through  a 
"card  of  introduction"  idea.. ...... 130 

Securing  prospects  through  satis- 
fied customers  70 

Securing  reorders  through  package 
inserts  63 

Several  smaller  booklets  more  ef- 
fective than  one  large  one  for 
follow-up  selling 98 

Special  sales — advance  notices  to 
preferred  lists 30 

Standards  of  Practice  for  Direct 
Advertising  7 


144 


INTENSIVE  SELLING 


Statements — valuable  distribution 
for  enclosures 84 

Stickers  as  educational  medium 
used  by  banker 30 

Stickers  used  to  identify  letters  and 
secure  surer  delivery  to  right 
party  29 

Stimulating  mail  orders  between 
calls  of  salesmen 13 

Stockholders — getting  them  to  give 
publicity  and  win  business  for 
corporation  39 

Stock  of  raincoats  sold  through  en- 
closures as  supplement  to  other 
mailing  21 

Stock  used  tires  moved  through  en- 
closure advertising 24 

Street  car  advertising  —  inducing 
dealers  to  take  full  advantage  of 
such  publicity 16 

Strong  follow-up  scheme  for  busy 
offices  33 

Suggesting  replies  through  memo- 
randum sheets 83 

Suppjementing  salesmen  through 
mail  advertising  11 

Systematic  advertisers  plan  enclos- 
ures in  series ..  19 


Ten  features  of  direct  advertising..     9 

Testimonials — how  to  get  best  val- 
ue from  them 130 

Testimonials  —  reproducing  checks 
from  customers  with  facsimile  of 
testimonial  letters 131 

Tests — importance  of  tests  in  pres- 
ent-day advertising  and  selling..  49 


Tests  that  show  how  incoming  mail 
is  distributed 5J 

Tests,  value  depends  upon  condi- 
tions and  facts 49 

Tipping  on  enclosures — larger  re- 
turns probable 53 

Total  annual  expenditures  for  ad- 
vertising in  U.  S 3 

Total  annual  expenditures  for  di- 
rect advertising  in  U.  S 4 

Trade  paper  advertising — booklets 
used  to  determine  value 88 

Trade  paper  advertising — making  it 
more  effective  through  direct  ad- 
vertising "hook-up" 16 

Turning  receipts  for  payment  of 
goods  into  advertisements 69 

Two  color  printing  often  more  ef- 
fective than  one  color 101 

U 

Using  discrimination  in  choosing 
enclosures  for  lists 24 

Using  dummy  bill  to  increase  pa- 
tronage   129 

Utilizing  magazine  ads  in  follow- 
up  33 

w 

Warding  off  complaints  and  con- 
serving correspondence 31 

Weekly    calendar    plan    that    wins 

attention  34 

Winning    co-operation     of    jobbers 

through  blotters 1 1 3 

Winning  interest  through  conserv- 
atism   suggestion    in    enclosing 129 


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